In developing a new ad campaign with the New York City’s Mayor’s Office to Combat Domestic Violence, Bandujo has employed a completely new strategy – reach women caught in the confusing and insidious cycle of abuse that occurs before physical violence begins. Traditionally, Domestic Violence ads visually depict bruises and scenes of assault. In bypassing the cycle of emotional, verbal, economic and sexual abuse that victims often endure, such ads don’t speak to a large portion of abused women, because they haven’t been physically abused – yet.

“Exposing the abusers ‘playbook’ to capture the attention of victims experiencing these ‘early’ forms of abuse gave us the best opportunity to effectively lead victims to safety and support,” said Jose Bandujo, President of Bandujo Advertising.

While some viewing this new ad may see only eight simple words, these words instantly trigger a strong emotional response from women victimized by abuse. “It’s exactly what they’re feeling, and what they identify with during emotional, verbal, sexual andphysical abuse. Because they connect deeply with these feelings, the ad bypasses the barrier of both confusion and denial. Many understand for the first time that they’re in an abusive situation. Hence, “that’s abuse,” said Maria Woike, Associate Creative Director.

“That’s abuse” will deliver its powerful message to at-risk women via a range of traditional, digital and social media. For complete campaign details, a look behind-the-scenes and full resolution downloads visit thatsabuse.bandujo.com

Bandujo Advertising + Design is a fully integrated ad agency in New York City’s Flatiron District. Fluent in all media from print and broadcast to online and social applications, Bandujo energizes and builds brands across a diverse range of business categories. Client partners include JPMorgan Chase, Conde Nast, The New York City Department of Health, WisdomTree Investments, Bank of Tokyo and the New York Conservatory for Dramatic Arts, among others. Bandujo was recently featured on — and won — the Season 1 finale of AMC’s reality series, The Pitch.

Bandujo Advertising + Design

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