CAMPAIGN DEBUNKS MYTHS SURROUNDING DOMESTIC ABUSE
- Bold communications strategy targets Jewish community -
'There is a Jewish woman you know being abused.' That is the message of an aggressive new communications campaign that was launched in April 2006 by Jewish Women International Canada (JWIC).
The campaign was designed to challenge the misconception that domestic abuse is not common in the Jewish community. Three 10 by 20 foot billboards with this message and an image of a distraught woman with a black eye, were strategically placed along the densely Jewish Bathurst corridor. As well, commercial establishments in the area stretching from Eglinton Avenue to Centre Street were asked to partner with JWIC and place poster-size versions in their windows to signal their commitment to this cause. Synagogues were also urged to place them in their correspondence with members.
The campaign was strategically launched in time for Passover, a holiday celebrating Jewish freedom. While designed to educate the Jewish community, the organization is also hoping the campaign will serve as a model for other ethnic groups to take this generally taboo subject into the public forum. Minority groups often do not acknowledge woman abuse in their community for fear it may create a negative image with the public. The problem is by not ‘airing our dirty laundry’ we put women at a greater risk
“It is a myth that abuse is only physical. Abuse is about control whether sexual, financial, psychological, verbal or physical. This is one of the reasons the woman featured in campaign looks as emotionally distressed as physically hurt.
Response to Campaign:
The Future of the Campaign
The plan is to launch this campaign every Passover in several cities across Canada.
If you are interested in funding this very critical and powerful campaign, please contact Penny Krowitz, Executive Director at 416-630-9313 or by e-mail at penny@jwicanada.com
