"Hidden Messages" is a public service campaign created to help women who have been physically or emotionally abused. Since our main target (women 20-34 years of age), mostly housewives, kept their problems secret because they feared their abusers...we filtered our campaign into their lives through ads about cooking, fashion, and horoscopes (topics that are not of interest to men).

Many abused women don't seek help because they don't want their abusers to notice they are looking for such aid and support. Since 59% of abused women are 20-34 and mostly housewives, we focused our efforts in their hobbies and interests, such as cooking and horoscopes, among others.To prevent putting women at risk, the logo of the Women Shelter was not placed in the print ads and the message appeared “undercover” so they can take action and look for help without being noticed. We imitated typical horoscopes, perfume and retail ads and filtered our message in the content of the ads.

As a result of the campaign, the Casa Protegida Julia de Burgos received a 60% increase in calls from abused women.