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JWT Folk Creates Thought Provoking Domestic Abuse Ads for Vodafone Ireland

As part of Vodafone Ireland Foundation’s campaign, in partnership with Women’s Aid, creative agency JWT Folk created a series of seemingly normal print adverts to highlight the signs of domestic abuse that can be hidden in plain sight in our society.

In order to alert the general public to the worrying statistic that 1 in 5 women in Ireland are victims of domestic abuse, JWT Folk strategically placed a series of adverts with hidden coercive control messages in the Sunday Independent and The Sunday Times newspapers. The adverts put the readers in the shoes of a domestic abuse victim so they could feel the impact that coercive control abusers inflict day to day.

According to Abi Moran, CEO JWT Folk: “We wanted to do something that would place a strong spotlight on the number of women that experience domestic abuse every day in Ireland. Most of us are largely unaware of the scale of abuse in Ireland as it often goes unnoticed. Signs of coercive control could be right in front of our eyes and we might not realise it. We highlighted this through a series of print ads in The Sunday Times and Sunday Independent that on the surface, seemed totally normal but once the reader looked closer, all was not what it seemed.”

The print adverts ran in both national newspapers on Sunday, 8th March, coinciding with International Women’s Day 2020.


JWT Folk:

Joint Managing Director- Enda Kelly
Creative Partner – Karl Waters
Creative Director – Jonny Cullen
Art Director – Raffa Ferla
Copywriter – Rory Connolly
Art Director – Jamie Whelan
Copywriter  – Donal O’Higgins
Account Director –Trevi Donegan
Head of Client Services – Laura Kelly
Strategic Planner- Eimear Fitzmaurce
Media Agency – Carat
Vodafone Client – Joely Harper and Sarah Horgan


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