#NOEXCUSE: The Citizen - Print AD
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THE INSIGHT:
Abuse often develops from seemingly harmless excuses,
but, if left unchecked, often evolves to life threatening violence.
THE IDEA:
Demonstrate what starts as small, seemingly harmless excuses
will end up in gender-based violence if left unchecked
THE EXECUTION:
EXECUTION
A full newspaper takeover where the page numbers themselves mark the timeline of abuse.
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Pages 1–3: Seemingly harmless excuses.
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Pages 4–6: Control disguised as care.
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Pages 7–8: Blame shifting.
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Page 9- 10: A disturbing justification.
On the final page, a stark, full-black spread with bold red and white type:
“Hurting her was for her own good.”
