This is a campaign called 1EIGHT2, which aims to raise awareness about the subtlety of abuse. The campaign uses common household materials to demonstrate that abuse can happen in any household and can be hidden in plain sight.
The name 1EIGHT2 was chosen as it is a discreet online term for "I Hate You", which is important for a helpline dealing with sensitive issues like abuse
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Experimentation.
To initiate my idea generation process, I experimented with visuals to develop a concept for my final outcome. My initial research focused on examining the relationship between love and hate.
I visualised this idea by experimenting with forms of decay to illustrate how love can deteriorate over time. I utilized mediums such as rotting fruit, rusted copper, and petri dishes to create mould.
I Love You BUT...
Afterwards, I conducted a survey for people to transform the statement "I Love You" hateful in as few words as possible. This was achieved by adding only one letter ... "I Loved You" demonstrating the fragility of love. This prompted me to delve into the topic of coercive language and how it can manifest as verbal abuse. To further explore this, I began experimenting with different ways to present statements and convey a significant message.
play.
Who am I
talking to?
My main goal is to create a social campaign that targets 18-32 year olds who are the most susceptible to abuse. I plan to achieve this by sharing a series of campaign images and videos on Instagram. Additionally, I aim to strategically display billboards in areas such as tube stations, building sites, and university campuses to reach the most vulnerable audiences.
