The shocking Women’s Aid advert to denounce domestic violence
The House 337 agency was in charge of the advertising campaign
Women’s Aid reimagines a children’s literature classic to shed light on a silenced reality.
Gender-based violence is an urgent issue that must be completely eradicated from our society. Although important steps are already being taken in schools and within families, it is essential that the commitment becomes collective and extends across all areas of society. To raise awareness among the public, various NGOs have long been launching advertising campaigns designed to create a powerful emotional impact.
One of them is Women’s Aid, the federation of women’s support charities. They have launched this campaign inspired by the classic children’s book “The Tiger Who Came to Tea” to denounce domestic violence.
“The Monster Who Came to Tea” is the title of the Women’s Aid advert created by the agency House 337. The campaign stands out for its children’s storybook aesthetic with a terrifying twist.
The piece tells the story of a happy family that opens the door to the monster of domestic violence. It follows the structure of the classic children’s tale “The Tiger Who Came to Tea” by Judith Kerr, published in 1968, but replaces the tiger with a violent monster.
This monster smells the spaghetti being cooked and invites himself to dinner. As the story unfolds, we see that the monster does not have good intentions and represents an authoritarian and threatening figure.
Women’s Aid CEO Farah Nazeer commented: “Many women and their children live this terrifying reality every day, and it’s clear that something needs to change. This advert is a faithful representation of a reality far too common, and it’s a story no one would choose to read to their children—yet sadly, it’s not fictional.”
Watch | YouTube
