Michelle Geoghegan

The brief was to design an ad campaign for an organisation called Amen that helps male victims of domestic abuse. They had two clear aims, to encourage men to ring them and to raise awareness among the general public. I took the direction of using benign everyday objects you’d find in a home as potential weapons for abuse against men. I wanted to wake people up to the fact that women have and can use them to abuse men. I wanted to explain abuse but without anything overtly violent that would shock people. It was important to be realistic as well as hopeful.