News

The merit of running ads for needy causes has never been questioned. But when Calgary-based Homefront (a support agency for those affected by domestic violence), chose to run an outdoor campaign, they knew they were courting controversy. What first appears as a giant hand flicking an abusive gesture has been given some spin.  The ring finger is raised instead of the offensive middle finger, accompanied by the line, “When marriage become
abusive.” 

The ads, created by Karo Group, are intended to stop Calgarians in their tracks and inform them of their collective responsibility to address this problem.

According to Homefront, the number of repeat offenders has been dropping steadily since 2000. And as Karo Creative Director Phil Copithorne says, “Obviously, there’s a long way to go. But if this piece can promote dialogue, then we’ve succeeded.”

For more information, please visit www.homefrontcalgary.com

Karo Contact: Leigh Blakely (403) 266 4094
Homefront Contact: Kevin McNichol (403) 297 2664