Domestic Violence Campaign: If you have to break something...break the cycle of domestic abuse

Domestic violence manifests as an escalating cycle of aggressive behaviour where the breaking of objects can be a precursor to actual physical violence. This insight inspired a creative execution that takes full advantage of the outdoor format.Bold and arresting it challenges the perpetrators of domestic violence to recognise their behaviour and take steps to break the cycle of abuse. The QR code is a direct link to a dedicated 24/7 men’s referral service that provides advice and counselling to enable meaningful behavioural change.