APAV - The Portuguese Association for Victim Support: 30% of the truth_Slap

The campaign emerges from an undeniable social urgency: the fight against domestic violence and femicide in Brazil. In a scenario where the numbers are alarming, the campaign proposes a powerful visual metaphor that portrays a painful and largely invisible truth.

The premise of “You Only See 30% of the Truth” stems from the duality between exposed and hidden reality. In the era of social media, everyone seems to live a perfect life, and it is precisely this edited snapshot of happiness that deceives and conceals what is really happening behind closed doors. The concept of 30% perfect and 70% disturbing not only reinforces the idea that domestic violence is often silent but also breaks through the public’s perception barrier, generating immediate impact and reflection.

The images emulate social media posts, with the “perfect” life on display, grabbing the audience’s attention by presenting familiar and relatable elements. However, the real shock occurs when we view the whole picture: the 70% of the image reveals the true violence happening behind the scenes. The scenes of abuse bring to light the harsh reality that most cases of violence against women occur at home, often invisible to friends, family, and society.

This visual duality not only captures attention but also delivers a subtle yet direct accusation. The campaign becomes a mirror of modern digital life, where we only show what we want, while the real drama unfolds behind closed doors.

The choice to address the theme from this perspective goes beyond mere awareness; it aims to foster a dialogue about what remains unseen, about the silenced voices and hidden wounds. The women depicted in the campaign represent those who suffer in silence, and by exposing this hidden truth, the campaign stands as an urgent call for society as a whole – men, women, neighbors, colleagues – to not be fooled by the 30% that is visible.