Everybody is happy to find the last furniture catalogue inside their mailboxes. What if we could use the same strategy, but to deliver some facts that the Portuguese simply don't want to see? We've teamed up with the APAV (Portuguese Association for Victim Support) team to design a catalogue with the most uncomfortable items displayed in Portuguese houses, such as: the number of people killed inside their own houses; the weapons chosen by the murderers; the consequences of domestic violence; the number of children who watched their mother being killed and many others.
Problem
Home® by apav is a catalogue that features the domestic violence collection 2015 instead of a regular furniture collection. Its first issue was distributed door to door in Lisbon's metropolitan area.
Ergebnis
A first issue with 50000 catalogues was produced and distributed in Lisbon’s metropolitan area. It is also available for downloading and online sharing, reaching and immediate audience of more than 70,000 people. We know that one catalogue, as complete as it is about this subject, won't be able to reduce domestic violence alone. But its main goal was to start a conversation and change people's (false) perception that home is the definition of a safe place. And what better way to do this than with a very familiar piece about home, like the furniture catalogue? The best result we hope to achieve is not having to print a 2016 version of it.