The Assaulted Women’s Helpline (AWHL) is using an “open house” to convey the idea that it’s not easy to escape abuse.

AWHL’s “The Inescapable House” builds on a PSA the organization ran in 2021, which centred on the idea that a home can be a prison, especially during COVID lockdowns.

The organization provides a safe space and supports, listens and guides women who have experienced any type of abuse anywhere in Ontario.

The campaign shows a house on a quiet residential street with a nicely manicured lawn and a welcoming sign. But instead of being staged for sale, the interior of the house displays cards that reference “love bombing,” a form of abuse meant to establish a false sense of trust, and cosmetic foundation to help hide bruises.

“The question of ‘why doesn’t she just leave?’ is quite common,” says Alanna Nathanson, co-CEO and CCO of G&G, AWHL’s longstanding AOR partner. “Having a real grasp on what these women experience is difficult for anyone who hasn’t been through it themselves. We created the ‘Inescapable House’ to evoke a sense of empathy by bringing that feeling of being trapped to life.”

The campaign is informed by the harrowing statistic that about every six days, a woman dies from domestic abuse.

The launch in November coincides with Domestic Violence Awareness month and uses footage from a summer 2023 activation.

Push Media is supporting the campaign with a buy on YouTube, where the 30-second video will be shown. The video can also be found on AWHL-owned channels, and those of G&G. There will be some wild postings happening in the New Year as well.