APAV - The Portuguese Association for Victim Support: Real Horror_Screams

In Portugal, tackling domestic violence against women requires an appreciation of deeply ingrained cultural dynamics. Traditional gender roles, influenced by a historic machismo culture, often perpetuate notions of male dominance within the family. Challenging these norms is pivotal in any awareness campaign. Additionally, Portugal's strong emphasis on family can sometimes hinder efforts to address domestic violence, as there's a reluctance to tarnish familial reputation. Thus, campaigns must underscore the importance of safeguarding all family members, including women, from harm.
By understanding these nuances, campaigns can resonate more deeply with Portuguese audiences, effectively challenging cultural barriers and fostering a society where domestic violence against women is intolerable.

Thousands of women in Portugal are experiencing a real-life horror movie due to domestic violence. To raise awareness, we've launched a multi-platform campaign inspired by horror movies, featuring real horror movie posters. The campaign debuted at the Motel LX - Lisbon International Horror Film Festival.

The audience attending the horror festival is quite broad, predominantly composed of young people of both genders. This demographic is even more pronounced on the event's social media platforms. Therefore, APAV - Portuguese Association for Victim Support, chose this event for its awareness campaign addressing the increasingly prevalent issue in Portugal (and worldwide): domestic violence against women, femicide.
Our campaign, "Real Horror," strategically unveiled at an international film horror festival, aims to combat domestic violence against women in Portugal. By leveraging the shock value and emotional resonance inherent in the horror genre, we provoke deep reflection and awareness about the terrifying reality of domestic abuse. The juxtaposition of horror imagery with the harsh truths of domestic violence serves to underline the severity of the issue, urging viewers to confront and address it. This unconventional approach ensures maximum exposure and engagement, reaching audiences who may not typically engage with traditional awareness campaigns. Through "Real Horror," we aim to spark conversations, challenge societal norms, and inspire collective action towards ending domestic violence against women in Portugal.

For one week, during the International Horror Festival, the two commercials were aired immediately before the start of each session. Additionally, the posters depicting real horror were displayed in the cinema foyer, lined up alongside the other films to be screened.