Domestic violence is a problem often denied, and that frequently causes shame, guilt and fear to the victim. Many women treat domestic violence with secrecy. They don’t want anyone to know about it, especially their partners due to the constant threats and intimidation. A recent study developed by the Casa Protegida Julia de Burgos, a non-profit organization that provides shelter and support to domestic violence victims in Puerto Rico, revealed that the profile of the abused women that seek help are now professionals with a college degree and in most cases the only provider of the household. Although these women are more educated and have the financial power in the household, their partners are the ones with the emotional and psychological control.The “Hidden Messages” Campaign is a public service effort developed for the Casa Protegida Julia de Burgos, for women who have been physically or emotionally abused. The idea behind the campaign was to develop regular ads of fashion, retail, cooking recipes, and filter the message inside the content of the ads. Through this campaign, we reached the target through the topics they are most interested in. At a first glance the advertisements gave the impression of being a regular recipe, a horoscope, or a sale ad, but once you begin to read, you discover that the true purpose was not to communicate a recipe, a horoscope or a super sale; the purpose was to encourage abused women to call or keep the ads for future reference without the fear of being discovered by their partners. The telephone number was cleverly integrated so that it didn’t look like a contact number, but as part of the text of the recipe’s measurements, the horoscope lucky numbers or Methe sale’s prices. To prevent putting women at risk, the logo of the Women Shelter (Casa Julia de Burgos) was not placed and not even the name is mentioned in the print ads.