AWHL Holiday Series

Pro Bono - Series

2022

G&G, Toronto, ON

Chief Creative Officer: Alanna Nathanson, Natalie Armata Associate Creative Director: Becky May Art Director: Becky May Associate Creative Director: Brandon Tralman-Baker Copywriter: Brandon Tralman-Baker Artist: Paul Lang Business Lead: Krista Blaylock Account Coordinator: Clodagh Power CGI: The Orange Apple Printing Company: Fabulous Printing Client: Assaulted Women's Helpline

While some are lucky enough to enjoy the season, domestic violence cases reach their highest peak during the holidays. In an effort to raise awareness, we hijacked card stands in stores across Toronto with a set of season's greeting cards. By altering classic holiday adornments with themes of abuse, we shifted shoppers' perception about the most wonderful time of the year. On the back of the cards, a QR code gave shoppers the chance to donate to the Assaulted Women's Helpline.