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Published/Aired: 
November 2008
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Rhode Island Coalition Against Domestic Violence:  Piece of meat

Description

Print advertisement created by Bilinki & Groggins, United States for Rhode Island Coalition Against Domestic Violence, within the category: Public Interest, NGO.

Caption

It's not acceptable to treat a woman like one. Most men agree, but few speak out. Please, be heard. A man's voice is an effective way to change demeaning societal attitudes towards women.

Advertising Agency: Bilinki & Groggins, Providence, USA
Creative Directors: Tim Needham
Art Director: Tim Needham
Copywriter: Kevin Acciaioli
Photographer: Michael Indresano
Photoshop Artist: Christopher Lee Donovan
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Guest's picture

so horreble but its true

Guest
Guest's picture

so horrible but its true

Guest
Tchabana's picture

so strong!! but straight to the point! there nothing beautyfull in this campaing, but is true! congratulations guys!

Tchabana
Activity Score 103
Graphic Designer at Pixel Comunicação e Imagem |

ctchabana@gmail.com
ctchabana@live.com

Guest's picture

Forgive me for being churlish, but the punching bag - while a little more obvious - works better. Treating a woman like a piece of meat has slightly different connotations. Still, arresting visual.

Guest
Carlos Garcia's picture

Ugly, Bad and cliché.

Carlos Garcia
Activity Score 847
Copywriter at Zwela |

CG

Guest's picture

So very aptly presented. Beautiful, too. One more execution could still have been added to the campaign. This is great; congratulation!

Ajike.

Guest
Guest's picture

how the hell is it beautiful?!!!

Guest
everartz's picture

how insulting for the woman!

everartz
Activity Score 7613
Art Director |

| everartz |

anadune's picture

Insulting....but it works.

anadune
Activity Score 4
Copy writer, soulsight
Guest's picture

is that britney? would love to punch it.

Guest
asmara's picture

treat women like a piece of meat has different meaning indeed...i have to admit, thsi ad is awfully powerful...two thumbs up

asmara
Activity Score 62

Nature is the language, can you read?!

Guest's picture

NICEE EXECUTION BRAVO

Guest
Guest's picture

The line actually implies you should punch women. Am I missing something here?

Guest
Guest's picture

You are so right - good point

Guest
Jet Propulsion Lab's picture

The headline is extremely clunky as it is now.

Jet Propulsion Lab
Activity Score 10679
Copywriter
SoCH_TO's picture

It true !!!!!!!!!!!! it'll work

SoCH_TO
Activity Score 970
Art Director |

Live with Passion

Guest's picture

creative but so disgusting

Guest
Guest's picture

a sudden urge to eat bacon and beat my wife

Guest
Guest's picture

F minus. this is beyond stupid

Guest
Guest's picture

Es la cosa mas horrenda y denigrante que puede haber. Si... impacta, pero por lo desagradable que resulta ser, tanto a primera vista como despues que has leido el copy.

Guest
Guest's picture

Wow. Way to dehumanize domestic violence victims even further. The most effective way to curb domestic violence is to put a face on it. This doesn't even put BODIES on it. Fail.

Guest
Guest's picture

Maybe having an actual, y'know, WOMAN on the creative and account teams would've prevented such stupid, and horribly triggering, meaningless advertising from ever getting past the brainstorming stage.

Guest
Guest's picture

you're trying, but failing. this dehumanizes women with disembodied torsos and headlines that suggest abuse is ok. consider hiring a consultant before you put triggering ads into public space.

Guest
Guest's picture

"It's not acceptable to treat a woman like one," grammar fail.

While the visual is arresting, many studies have shown that personalizing the woman works far better than dehumanizing. There have been many excellent media campaigns that put a real face on domestic violence. Unfortunately, many of them have been cut from mainstream media as being "too disturbing." Perhaps your focus should be on making sure that those "disturbing" messages stay visible, since they seem to really get the message out, as intended.

Instead, this ad puts a miniskirt on a side of beef. Yes, most people understand the point, but rather than being gut-wrenching reality, it's yet another impersonal "don't punch the meat" message. Also, the ad implies subtly that it's a certain type of woman, the "type" that wears bustiers and miniskirts, that gets beat up. If you men had done your research, perhaps you wouldn't have been inclined to dress a slab of beef in a type of clothing for which courts and cops are still ruling that maybe the woman "asked for it." Sadly also, instead of being a wakeup call, this ad first provokes puzzlement, then laughter, and only after that, might a person say "oh, I get it."

On a lighter note, it looks like you've provided the abuse fetishists with their new pin-up.

Guest
Guest's picture

Perhaps next time you might consider having a woman involved with a campaign like this, mm? This is abominable.

Guest
Guest's picture

Props for trying to get the message out. Fail on the packaging.

Guest
Guest's picture

yeah. put a battered woman in the ad. that is something new and exciting. no one has ever done that before. wow how could they have missed it.
guys the point of the ads is no woman deserves to be treated like that. the sad fact is that many are. obviously the ads worked. we all stopped and looked at them.

Guest
Guest's picture

LOVE IT

Guest
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