As desculpas para o que lhe fez são uma data delas

The excuses for what you've done were only "dates".

CHALLENGE:
CIG, the Portuguese Commission for Citizenship and Gender Equality, a state organisation, wanted to raise awareness about the increasing number of domestic violence cases in our country.

With that in mind, the premise was to emphasise the impact that the aggressor has on the victim and how this is diminished by Portuguese society.

CAMPAIGN:
In a multichannel campaign, "As desculpas para o que lhe fez são uma data delas" was idealised to highlight the constant gaslighting against the victim and the society itself.

"São uma data delas" is a new take on a common Portuguese saying that refers to a constant and continuous action taken without any accountability. Besides that, "data" stands, in Portuguese, for date.
With that headline and concept, the idea is to point out, through this pun, how the constant excuses (desculpas) after any aggression were only a continuous and meaningless action from the aggressor and a date carved in the flesh and soul of the victim.

With that take, from the Portuguese cultural standpoint, we were able to demonstrate how "apologies" don't minimise the aggression itself and make a profound and durable impact on the victim, by putting a spotlight on the aggressor: it is always gaslighting. And never a palpable excuse.