ENGINE creates powerful press ad with Women's Aid for Vanity Fair

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National charity Women's Aid has worked with ENGINE to launch a press ad in Vanity fair addressing coercive control, a fear-inducing tactic at the heart of domestic abuse. 

The ad, which highlights how coercive control is designed to manipulate or frighten another, conceals a hidden message of abuse within a pattern, created from a series of questions that form a pattern of abusive behaviour. 

Coercive control creates invisible chains and a sense of fear that pervades all elements of a victim’s life.

Women’s Aid campaigned to make coercive control a criminal offence in 2015. In the year ending March 2019 the police recorded 17,616 offences of coercive control, and the Crown Prosecution Service recorded 1,177 offences of coercive and controlling behaviour in an intimate or family relationship. 

Data from the Crime Survey for England and Wales (ONS, 2019) suggest that women are overwhelmingly the victims of coercive controlling behaviour. 97% of defendants prosecuted for coercive and controlling behaviour in the year ending December 2018 were male.

Chris Ringsell, Creative Director at ENGINE, said: “In this difficult time awareness of the work Women’s Aid do is even more crucial, especially as some people will now be forced into isolation with their abusers. What a terrifying thought.

“This creative execution highlights the menacing form of abuse that is Coercive Control, a pattern of repeated, controlling and abusive behaviour. We created a bold, clean and simple graphic ad to stand out amongst the image heavy luxury / fashion editorial style of Vanity Fair. 

"Arresting at first glance the copy has an underlying menace that highlights this awful form of abuse. This type of coverage in a magazine like Vanity Fair will help Women’s Aid highlight the cause, raise awareness and hopefully encourage much needed donations.”

‘The Pattern of Abuse’ will run in the March issue of Vanity Fair, in a donation of media supplied by Conde Nast, and is on sale from the 20th March.

Faye Connelly, Fundraising Manager at Women’s Aid, said: “From our work with survivors, we know that coercive control is at the heart of domestic abuse yet continues to be largely misunderstood and underreported. 

“During these uncertain times and under current guidance, we know that a lot of women will have to spend more time indoors. We are thinking of all those for whom home is not a safe place but one of fear and control."

Click on the image to see the full page ad

Chris Ringsell, Creative Director at ENGINE, said: “In this difficult time awareness of the work Women’s Aid do is even more crucial, especially as some people will now be forced into isolation with their abusers. What a terrifying thought.

“This creative execution highlights the menacing form of abuse that is Coercive Control, a pattern of repeated, controlling and abusive behaviour. We created a bold, clean and simple graphic ad to stand out amongst the image heavy luxury / fashion editorial style of Vanity Fair. 

"Arresting at first glance the copy has an underlying menace that highlights this awful form of abuse. This type of coverage in a magazine like Vanity Fair will help Women’s Aid highlight the cause, raise awareness and hopefully encourage much needed donations.”

‘The Pattern of Abuse’ will run in the March issue of Vanity Fair, in a donation of media supplied by Conde Nast, and is on sale from the 20th March.

Faye Connelly, Fundraising Manager at Women’s Aid, said: “From our work with survivors, we know that coercive control is at the heart of domestic abuse yet continues to be largely misunderstood and underreported. 

“During these uncertain times and under current guidance, we know that a lot of women will have to spend more time indoors. We are thinking of all those for whom home is not a safe place but one of fear and control."