In its ambition to always share the truth, also and especially when it’s confronting, Knack has an annual tradition to address an important societal problem in Belgium: 1 in 3 women in Belgium live under the constant threat of domestic violence (physically, mentally and/or financially) of their partner.

While articles are a good way to inform, the visualization of this issue triggers a different part in the brain and makes it emotionally more impactful for readers. ‘The Threat’ attempts to capture in the closest way possible what these women have to experience on a daily basis. The edition was launched in the week of 25 November, the International Day for the Elimination of Violence Against Women.

It’s difficult to imagine how it feels to live under the constant threat of physical, mental or financial domestic violence. We tried to capture it visually. A simple design intervention in the lay-out of Knack magazine showed a shadow in the background of the usual articles. The further the reader was browsing through the magazine, the more threatening the shadow became, visualizing the frightening experience of all types of domestic violence constantly hovering over the heads of victims, literally or figuratively. At the end of the magazine, a simple classic print ad clarified to readers that 1 in 3 women in Belgium experience living under this threat every day.

With this compelling insert in the magazine, Knack has shown once again its dedication to addressing this problem, reflecting its brand values and strengthening its brand image towards consumers.

To execute this idea, we had to collaborate closely with the editorial team at Knack magazine. Our designers went on site to handpick the best articles to feature a shadow and to create a compelling visual storyline throughout the magazine. This helped building up tension the further the reader went.

With Knack having a net paid circulation of nearly 115,000 copies per week and a simple design intervention that is difficult to ignore, we can claim to have reached all regular Knack readers. The campaign was also shared on social media by relevant key opinion leaders, sparking a conversation about the topic. Furthermore, the initiative made the brand top of mind as an advocacy leader in the run-up to 25 November, the International Day for the Elimination of Violence Against Women.