Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has launched a campaign in partnership with the Women’s Aid Organisation in Malaysia, in conjunction with Domestic Violence Awareness month, recognised in the month of October.
The ‘Love Bombing’ campaign aims to raise awareness of domestic violence and abuse, specifically the practice of love bombing which refers to the practice of overwhelming someone with excessive displays of affection, attention, and love in a relationship.
Eddy Nazarullah, Creative Director with MBCS, said: “Domestic violence campaigns often highlight physical and verbal abuse; however, this act of love bombing is categorised as psychological and emotional abuse, and often goes unspoken. We landed on this theme through the personal family experience of someone on our team.
“The visuals for the campaign take the form of gift wrapping, to symbolise the façade of affection and warmth employed by the perpetrators of love bombings. The repetitive patterns, akin to the unending cycles of abuse, are meant to highlight the various forms of abuse that victims are subjected to, from physical to verbal. By visually illustrating this pattern, we aim to unwrap the often-overlooked nature of love bombing, urging society to recognise it as a grave issue.”
Vaneezha Muniandi, Head of Case Management of Women’s Aid Organisation, said: “Individuals are inevitably trapped within a vicious cycle as love bombers use flattery, gifts and constant communication to create dependency and play with the self-esteem of the victim, we appreciate any collaboration that highlights love bombing is a part of domestic violence. Abuse is often masked in the cloak of love, and it is important for us to raise this message so more people are aware of this manipulative cycle of abuse.”
The out-of-home led campaign in collaboration with sister media agency Initiative, runs for a month with placements at key shopping areas like Pavillion KL and Fahrenheit 88 to drive greater awareness to Malaysians, and extends messaging through social media.
Women’s Aid Organisation (WAO) is a Malaysian NGO that provides free shelter, counselling, and crisis support to women and children who experience abuse. To get help in Malaysia, individuals can reach out to the WAO Hotline: +603 3000 8858 (9 am – 5 pm) or SMS/WhatsApp TINA: +6018 988 8058 (24 hours).
In conjunction with the month, WAO has also scheduled a series of webinars, streamed through the WAO Facebook page. Themes include Unpacking the Domestic Violence Act 1994, Love Bombing: Recognising the Red Flag and Stalking Unmasked: Identifying, Understanding & Preventing.
For more information, visit Women’s Aid Organisation (WAO).