Safe Horizon : Hidden Signs of Abuse

Former Y&R/New York ECDs Rachel Howald and Ahmer Kalam, who recently opened their own advertising/design shop, are out with a prominent pro bono campaign for Safe Horizon, a charity that supports victims of crime and abuse. These totemic digital brushstrokes were originally designed to look more like tattoos, says illustrator Kalam, before they evolved into imposing calligraphic constructions. While the signs of abuse are, after all, "hidden," legibility was indeed an issue ? hence the headline is highlighted in the copy. But above all, "the visuals engage viewers quickly," he says, and the feedback indicates they generally figure it out in short order. In addition to the distressed blocks of black type that address domestic violence, there are several color ads (see the PDF) that fingerpaint a picture of child abuse.