Hush-Hush Gifts

Agency

Mediabrands Content Studio

Client

Women's Aid Organisation

Product/Service

Poster

Brief

This Domestic Violence Awareness Month, we aim to shine spotlight on various forms of domestic abuse.

Solution

We decided to highlight an unspoken form of abuse - Love Bombing. It refers to the practice of overwhelming someone with excessive displays of affection, attention, and love in a relationship. Love bombers often use flattery, gifts, constant communication, and expressions of love to create an intense emotional bond with their target.

Our campaign leverages the metaphor of gift wrapping to symbolize the facade of affection and warmth employed by perpetrators. The repetitive patterns, akin to the unending cycles of abuse, are meant to highlight the various forms of abuse, from physical to verbal, to which victims are subjected. By visually illustrating this pattern, we aim to unwrap the often-overlooked nature of love bombing, urging society to recognise it as a grave issue.