"Not Happily Every After" is a new campaign launched on May 8th in Ireland, featuring this uncomfortable and eye-catching image:
The campaign focuses on sexual violence in relationships, with the caption:
The fairytale never said anything about Prince Charming using sex as a weapon to exert his power over the beautiful princess, or demanding it from her even when she said no.
The venture is a joint project between Dublin Rape Crisis Centre and Women’s Aid, after a recent survey that found that 6% of women in Ireland reported experiencing sexual violence within relationships. The campaign aims to highlight that sexual violence can and often is experienced within intimate relationships, at the hands of violent partners. Shockingly in Ireland, marital rape was not criminalized until 1990 (in the USA it was criminalized state-by-state in the 1970's). Given the very recent nature of the change in law, it is not surprising that women refrain from speaking out, or remain uneducated about the nature of sexual violence from intimate partners.
Ms. Martin, Director of Women's Aid, stated:
“The Women’s Aid National Freephone Helpline and the Dublin Rape Crisis Centre National 24 Hour Helpline understand how difficult it is for women experiencing sexual coercion or rape at the hands of their partner to talk about what is happening. All too often, women feel alone and isolated, unaware that help is available or unable to make sense of what is being done to them. We hope this campaign will encourage women to pick up the phone and speak to someone they can trust, who will understand and support them, in complete confidence. Women’s Aid and Dublin Rape Crisis Centre have long worked together to support women through sexual violence and will continue to cooperate to address this crime.”
The Women's Aid website offers information about how to recognize and address abuse [Trigger warning: content below and on website describes violent scenarios]
The campaign utilizes the power of personal story to get women in-the-know about violence they may be experiencing, like this one:
Some might consider "Not Happily Ever After" aggressive because of its direct nature and twisted usage of childhood imagery, but there's no denying it gets a person's attention. The campaign will run through June 2nd in Ireland, with national outdoor, radio, and digital advertising.
Thanks to Not Happily Every After and RCC The Dublin Rape Crisis Centre
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