Ad Love: A Not So Joyous Holiday

The holiday season usually brings forth images of lights, smiles and abundant holiday cheer. Rarely would one consider the reality of domestic violence.

“The Window Project,” which, from Dec. 6-13, appears in the window of the Untitled & Co. store in Toronto’s Fashion District. The project was made for the Ontario Association of Interval & Transition Houses (OAITH), in partnership with the Yellow Brick House.

From a distance, the display looks l, “normal.” A family sits at table in Christmas sweaters, surrounded by  decorations. Moments in, the man’s hand flips upward in a disturbingly recognizable gesture; the woman’s upper body reflexively pulls back.

Levels of domestic abuse and suicide spike dramatically over the holiday season, the video claims. Per Yellow Brick House, transitional shelters see a 30 percent average rise in support calls. Window shoppers can stop the abuse, halting the display for 60 seconds at a time, by texting a donation of $5 to OAITH. This money will fund support for women and families impacted in Canada.

This is an excellent idea. All to often we focus on only holiday cheer. While I love a big cup of cheer and will have a few rounds with the best of them, it’s important to take a look at the reason for the season beyond the superficial.

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