LEARN TO LOVE

Background: 

Love is the most important thing in our lives, yet we are taught very little about it. With an estimated 1 in 3 women and 1 in 4 men experiencing some form of domestic abuse in their lifetime, more needs to be done to educate people about how to spot relationship abuse. 

Challenge: 

Create a campaign to educate young people about unhealthy and toxic behaviour within relationships. 

Audience:

Young couples aged 18-24

Insight:

1) Women aged 18-24 suffer the highest rates of domestic abuse, often due to inexperience in relationships.

2) People struggle to identify unhealthy relationship behaviours, particularly psychological abuse and coercive control. 

3) Inability to identify abuse leaves people more vulnerable to becoming victims and prevents them from speaking out.

Idea:

A series of Valentines cards were designed in the style of those typically exchanged between lovers. However, on closer inspection, the sinister reality is revealed, exposing how common unhealthy and toxic behaviours are often masked within a seemingly loving relationship.

 

Each card contains advice on what to look out for and how to improve unhealthy behaviours, as well as where to gain additional advice and support.