In Canada, one woman is killed by her intimate partner every six days on average [*Shelley Saywell, The War At Home, CBC (2016).], and spousal violence has been identified as the most common form of violence against women [Status of Women in Canada, Measuring Violence Against Women: Statistical Trends –Key Findings – Intimate Partner Violence and Spousal Violence, Federal-Provincial-Territorial Forum of Ministers Responsible for the Status of Women (2013)]
Domestic violence needs a light shone on it. So much of it stays hidden. Toronto agency, Union, is doing that for domestic abuse organisation, Interval House, at Toronto’s Bridal Show.
The partners are introducing their Broken Bride Registry there, using real-life stories, provocative images and heartbreaking experiences to demonstrate that the honeymoon period can be the time when domestic abuse starts or escalates.
Yes, the Broken Bride booth shocks. It’s provocative, vivid and emotional. But it is also real. The interactive display includes images like cigarette burn cream, “jealous rage” bandages and “locked fridge” protein bars to bring attention to the prevalence of abuse.
The Broken Bride Registry, A Registry You’ll Never Forget, is essentially a bridal registry, but instead of bedsheets and fine china, the registry is stocked with items such as cigarette burn cream, arm slings and untraceable mobile phones. The booth comes alive when you scan these items, as each unlocks a real-life story video of domestic abuse. The bride’s call to action is to add Interval House to her registry or make a charitable donation on the spot.
“Talking about violence against women is difficult, especially at a happy event like the bridal show, but it’s a conversation that needs to be had,” explained Rica Eckersley, creative director at Union.
Across Canada, more than 3,000 women and 2,900 dependent children use shelters to flee domestic abuse [Shelley Saywell, The War At Home, CBC (2016)].
“We have been Interval House’s agency for 5 years, and are very proud of the insightful, provocative work we’ve done with them,” stated Catherine Marcolin, executive vice president and managing partner at Union.
“Now, more than ever, it’s important to support women and help them find their voices.”
Rachel Ramkaran, annual giving and communications advisor for Interval House, added, “At the shelter we notice women will come to us after significant moments such as marriage, the birth of a child, or holidays. These milestone moments can be times of emotional and financial stress and abusers will lash out under pressure. We see an increase in calls to our crisis line during these times.
Marla – The “Jealous Rage” Bandages: It was just before Christmas. Marla’s jealous husband stabbed her in the chest nine times, leaving her bleeding in the snow.
Riya – The “Don’t Talk Back” Arm Sling: Riya and her husband were on a romantic vacation in Mexico when he suddenly became irate and attacked her with a glass ashtray, breaking her arm in two places.
Aradhna – “Locked Fridge” Protein Bars: Aradhna’s husband put locks on the fridge and cupboards, making her go without food for days at a time.
Denise – The “Cried All Night” Sunglasses: As soon as Denise got married, her husband started acting differently. He began yelling at her, calling her names and telling her she was worthless
Anna – Cigarette Burn Cream: Anna’s husband, angry that she’d gone out with a friend, burned her arm with his cigarette, scarring her for life.
Marianne – The “He’s Always Watching” Untraceable Phone: Marianne’s husband gave her a phone – with one condition. He told her that she was allowed to talk to him and only him.
Agency: Union Toronto
EVP & Managing Director: Catherine Marcolin
Chief Creative Officer: Lance Martin
Creative Directors: Adam Thur & Rica Eckersley
Art Director: Adam Thur
Copywriter: Rica Eckersley
Account Director: Kristine Lafreniere
Account Manager: Beatrice Dauphinais-Bourque
Strategist: Maxine Thomas
VP, Integrated Production: Jennifer Dark
Production Company: Heydsaffer
Director: Kat Webber
DP: Julian Peter
Executive Producer: Kevin Saffer
Line Producer: Sarah Kravetz
Production Assistant: Matt Raitt
Sound Recordist: Ty Bertand
2nd Camera Operator: Pierce Desrochers-O’Sullivan
Editor: Jackie Roda
Post Production: Married to Giants
Online Artist: Sean Douglas, Wingman VFX
Colourist: Andrew Ross, SIM
Audio Studio: Berkeley Music
Audio Director: Jared Kuemper