Unmasking the Shadows: CIG’s Strive Against Domestic Violence
In a society that often cloaks uncomfortable truths, the Portuguese Commission for Citizenship and Gender Equality (CIG) takes a bold stand to unveil the shadows that hide the increasing cases of domestic violence. The campaign, titled ‘As desculpas para o que lhe fez são uma data delas’ (The excuses for what you’ve done were only “dates”), is a poignant narrative aimed at raising awareness about the profound impact of domestic violence and the pervasive gaslighting faced by victims.
The Challenge: A Call to Awareness
CIG, as a state organization, recognized the pressing need to address the rising tide of domestic violence cases in Portugal. The challenge was not merely to shed light on the statistics but to underscore the lasting impact on victims and the societal minimization of such heinous acts. The essence of the campaign was to disrupt the normalization of excuses and place the accountability squarely on the aggressor.
The Multichannel Campaign: Unveiling Gaslighting
“As desculpas para o que lhe fez são uma data delas” unfolds as a multichannel initiative that delves into the intricacies of gaslighting against victims and society as a whole. The campaign ingeniously plays on a common Portuguese saying, “São uma data delas,” which denotes a continuous and repetitive action devoid of accountability. The clever twist here is that “data” in Portuguese not only means a continuous action but also refers to a date.
The Concept: Gaslighting in Plain Sight
The brilliance of the campaign lies in its ability to showcase how the constant apologies from the aggressor, depicted as mere “dates” or excuses, are essentially a continuous and meaningless action. The pun draws attention to the profound and enduring impact of each excuse on the victim—etched like a date in the flesh and soul. Through this cultural lens, the campaign unveils the gaslighting tactics employed, emphasizing that these apologies are not genuine remorse but a persistent attempt to diminish the gravity of the aggression.
From Excuses to Accountability: Shifting Societal Norms
CIG, through this powerful campaign, aims to dismantle the societal norms that contribute to the perpetuation of domestic violence. By exposing the gaslighting inherent in the constant excuses, the initiative challenges the narrative that minimizes the severity of the aggressor’s actions. The focus shifts from mere apologies to holding the aggressor accountable for the enduring impact on victims.
A Profound Impact: Gaslighting Exposed
The campaign, spanning Film, OOH Outdoor, and Print media assets, not only addresses domestic violence but also delves into the psychology of gaslighting. It serves as a stark reminder that the excuses are not isolated incidents but a continuous cycle that perpetuates harm. CIG, in collaboration with the ad agency GRINGO – Uncomfortable Creativity, succeeds in creating a narrative that goes beyond statistics, urging society to confront uncomfortable truths and work collectively to eradicate domestic violence.
Conclusion: A Call for Change
‘As desculpas para o que lhe fez são uma data delas’ transcends the realm of a campaign; it is a call to action, urging society to acknowledge the lasting impact of domestic violence and dismantle the excuses that perpetuate a culture of gaslighting. Through uncomfortable creativity, CIG sparks uncomfortable conversations, fostering a societal shift towards accountability, empathy, and ultimately, change. This campaign, published in Portugal in August 2023, stands as a testament to the power of awareness in instigating societal transformation.
