Rhode Island Coalition Against Domestic Violence: Piece of meat

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
Published: November 2008

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28 comments

Guest's picture
Guest

so horreble but its true

Guest's picture
Guest

so horrible but its true

Tchabana's picture
Tchabana
103 pencils

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

Guest's picture
Guest

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.

Carlos Garcia's picture
Carlos Garcia
846 pencils

Ugly, Bad and cliché.

CG

Guest's picture
Guest

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

Ajike.

Guest's picture
Guest

how the hell is it beautiful?!!!

everartz's picture
everartz
7611 pencils

how insulting for the woman!

| Everartz |

anadune's picture
anadune
4 pencils

Insulting....but it works.

Guest's picture
Guest

is that britney? would love to punch it.

asmara's picture
asmara
62 pencils

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

Guest's picture
Guest

NICEE EXECUTION BRAVO

Guest's picture
Guest

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

Guest's picture
Guest

You are so right - good point

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

The headline is extremely clunky as it is now.

SoCH_TO's picture
SoCH_TO
953 pencils

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

Live with Passion

Guest's picture
Guest

creative but so disgusting

Guest's picture
Guest

a sudden urge to eat bacon and beat my wife

Guest's picture
Guest

F minus. this is beyond stupid

Guest's picture
Guest

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's picture
Guest

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's picture
Guest

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's picture
Guest

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's picture
Guest

"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's picture
Guest

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

Guest's picture
Guest

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

Guest's picture
Guest

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's picture
Guest

LOVE IT

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