PAVE and GOVT Singapore highlights domestic violence with the subtle use of a full stop

PAVE Singapore’s latest campaign ‘End the Story’ aims to empower communities to put a full stop to the hidden cycle of abuse. Literally.

This campaign was created by GOVT Singapore for the launch of Safe Space, a child protection specialist centre, and painted a picture of domestic horrors using a simple yet bold execution. Using true accounts of abuse, a series of four two-sentence stories were created to show how something innocent turns dark fast if a full stop is not placed in time. All to demonstrate that early intervention is key in managing the risk of violence. These simple executions further stood out as they were a departure from other ads of domestic violence that are usually fronted by pictures of abused victims.

“At PAVE, we know that domestic violence usually occurs behind closed doors and often victims feel helpless and alone. This campaign helps change that by creating awareness for the cause and empowering victims, perpetrators, children, family members and concerned members of the community to put an end to these horrific stories. All with the clever use of full stops and phrasing,” explained Dr Sudha Nair, Executive Director of PAVE.

The campaign deliberately focused on OOH ad shells in high-risk neighbourhoods where PAVE has witnessed an upward trend in the number of reported abuse cases.

Pradeep D’Souza, Creative Director of GOVT Singapore said, “Our collaboration with PAVE is a great example of how we always strive to create work that goes beyond just spreading awareness to actually taking action. Thought-provoking without being contrived, our End The Story campaign delivers a real message that inspires real action against domestic violence.”

The ads serve to inform the public that a safe environment exists for people to seek help without compromising the safety of their family members. Because violence can only end when conversations start.

PAVE is Singapore’s pioneer family violence specialist centre, working to promote a healthy community free from violence. PAVE provides social and legal services for perpetrators, survivors and vulnerable family members such as children and the elderly in dealing with violence. They recently opened Safe Space, their third centre in Singapore, that is catered to help vulnerable children in need.