He loves me. He loves me not. The game that many of us played as young girls repeats itself for those in abusive relationships. As nurturers, women believe we can change people. We are usually more forgiving than men, more tolerant of faults. I am lucky that I have never been in an emotionally or physically abusive relationship. But I have a good friend who was once dragged by her husband’s car down a gravel road, and now is a speaker for the women’s shelter that changed her life. When you’re living with abuse, it’s hard to get out. It’s sometimes easier to forget, to justify, to hope that things will get better, or to endure the terror because change is just as terrifying. What I love about this commercial for My Sisters’ Place New York is that it uses a business environment to demonstrate the ludicrousness of abuse. An environment that is usually professional, respectful, and politically-correct. Whether he loves you, or loves you not, abuse is wrong no matter what the situation. What do you think of this spot?
Juxtaposition can be a powerful technique in social marketing. See how we used juxtaposition and the idea of abuse in this gambling spot.
This blog post is #11 in the series, 21 creative social marketing examples.