Quebec-based non-profit La Maison Grise is giving people a window into some disturbing data, both in its home province and the country at large, with a new campaign timed to align both with Halloween and domestic violence awareness month.

The campaign, called “Fear Windows,” features window decals that depict scenes of domestic violence, alongside messages that direct would-be supporters to La Maison Grise and the services it offers. It is a “simple” campaign that lacks a formal media buy, according to Rethink CD, Xavier Blais.

Still, the campaign quite literally drives the message home by drawing upon some frightening statistics surrounding domestic violence at this frightful time of year. Specifically, the campaign alludes to the more than 127,000 acts of police-reported domestic violence that took place in 2021, with women and girls representing 69% of all victims, according to Statistics Canada. Further, incidences of domestic violence go unreported nearly 80% of the time – and more often than not, only become public knowledge when things turn deadly.

The issue is particularly staggering in Quebec, where one quarter of all crimes against individuals are linked to domestic violence and four out of five such incidences target women. Since the beginning of 2022 alone, 12 women and six children have been killed in acts of domestic violence in the province.

“This is why we must double our efforts to meet the sorely growing needs of victims. Unfortunately, many femicides could have been avoided,” explains Nathalie Lamarche, general manager of La Maison Grise, which provides support services and shelter to women who are experiencing domestic violence, homelessness or financial difficulties. “By juxtaposing these scenes of domestic violence with terrifying Halloween decorations, we hope to draw public attention to the real horrors that go unmentioned. Donations will help provide support to more women, children and families affected by domestic violence.”

The decals are silhouettes of domestic violence that can be put up in a household’s windows. By depicting these horrific acts in such a stark and unforgiving manner, the hope is that people will react viscerally – and follow the breadcrumbs to the non-profit and the importance of supporting the work that it does. “Fear Windows” also points towards another need.

“It is also imperative that men who commit violent acts have access to adequate resources before doing something irreparable,” explains Lamarche.

In addition to the decals, the campaign is running across owned social media. It has also garnered mainstream press attention from CBC and City News. “Hopefully, it will reach as many people as possible,” to encourage greater awareness and more widespread support of La Maison Grise, Blais says.