IASO’s Campaign against Domestic Violence

To mark the International Day for the Elimination of Violence Against Women, IASO General Clinic sought to raise awareness of domestic violence with a campaign that would break the silence, resonate emotionally, and inspire reflection and action.

Position IASO as a socially responsible and empathetic brand by addressing domestic violence through bold, sensitive storytelling that gave a voice to those often silenced.

Domestic violence is a profoundly sensitive subject.

The challenge was to balance IASO’s institutional credibility with emotional storytelling that could spark real reflection, without sensationalism or insensitivity.

We built the campaign around the innocence of children’s drawings, using them to reveal the hidden truths of abuse.

Three disturbing, childlike illustrations blamed everyday objects for “hurting mommy.” The haunting line “The [object] is bad. It hurt mommy. If only this were the truth.” exposed the painful reality behind excuses and denials, turning simple art into a chilling call to break the silence.

The campaign positioned IASO as a socially conscious brand and ally in the fight against domestic violence.

It resonated deeply with audiences, earned industry recognition, and was featured on Ads of the World.