NIDAS Summer Campaign
For NIDAS’s first campaign, we proposed linking in with summer holidays, to use a relatable activity to show how domestic abuse manifests in everyday life, and also to take advantage of the audiences focus during summer months. This will allowed us to utilise seasonal news-narratives and present relatable situations that make people self-reflect and think, encouraging them to ultimately contact NIDAS to begin their journey, or to recommend NIDAS to friends/families/peers.
Design One: Covering Bruises at the beach?
Using a classic holiday setting, we have chosen to show people in full clothes despite being at the beach, in a clever juxtaposition which encourages people to look deeper. We have also shown a bruise under the shadow of a hat to reinforce the nature of people hiding physical abuse.
This is supported by text to the same effect.
Due to the images featuring individuals of different sexes, these can be used to reflect both homo- and hetro-sexual relationships.
This scene and copy is designed to encourage people to self-reflect and identify either themselves or friends as being in an abusive relationship.
Design Two: Scared to have a week on silent?
This purposely shows an individual in an isolated setting, to reflect the isolation that domestic abuse can bring.
Hanging over them akin to clouds are multiple text messages, reflecting how harassment can manifest in the modern world. Due to the images featuring individuals of different sexes, these can be used to reflect both homo- and hetro-sexual relationships.
Due to the images featuring individuals of different sexes, these can be used to reflect both homo- and hetro-sexual relationships.
This scene and copy is designed to encourage people to self-reflect and identify either themselves or friends as being in an abusive relationship
Design Three: No say about your holiday?
This depicts an individual with a shadow hanging over them to reflect the effects/feelings that coercive control creates.
This is supported by text to the same effect, asking people to reflect on if coercive control is manifesting in them having no say over elements of their holiday, and by association, elements in their lives.
Due to the images featuring individuals of different sexes, these can be used to reflect both homo- and hetro-sexual relationships.
This scene and copy is designed to encourage people to self-reflect and identify either themselves or friends as being in an abusive relationship
Design Four: Sun & Sea, But only if there’s sex?
‘Showing’ sexual abuse is always going to be difficult and/or controversial. We’ve therefore opted for someone looking slightly overpowering and let the headline do the talking.
This graphic and messaging is designed to show that sexual abuse can be subtle in nature, and different from sexual violence. This therefore aims to make people selfreflect on how pressure and transaction can be part of sexual abuse.
This scene and copy is designed to encourage people to self-reflect and identify either themselves or friends as being in an abusive relationship.
Design Five: Another holiday sitting in silence?
Emotional abuse is difficult to show through imagery due to the nature of the abuse. Therefore on this graphic, we’ve opted to reinforce isolation through showing ‘the silent treatment’.
This is supported by text to the same effect, asking people to reflect on if emotional abuse is happening to them.
Due to the images featuring individuals of different sexes, these can be used to reflect both homo- and hetro-sexual relationships.
Design Six: No cash, No cards, No control?
The idea behind this scene is showing someone on the outside of a social setting, unable to join due to financial abuse described in the headline.
Due to the images featuring individuals of different sexes, these can be used to reflect both homo- and hetro-sexual relationships.
This scene and copy is designed to encourage people to self-reflect and identify either themselves or friends as being in an abusive relationship.
Summary
This project challenged me to create 12 compelling designs—two variations for each of six difficult themes surrounding abuse. The goal was to craft visuals that were instantly eye-catching while subtly revealing the presence of abuse upon closer inspection. Each illustration was meticulously planned and individually designed to balance impact with sensitivity, ensuring the message resonated without being overtly distressing. This experience deepened my understanding of visual storytelling, particularly in addressing complex social issues through thoughtful and intentional design.
Designed while working at JUMP Media Group. All rights reserved.