Many people don’t realise the impact that words can have. They can make you feel unsafe or afraid on the street, and can make you adjust your behavior accordingly. If you have ever been threatened, abused or called at, you know: words are not always just words, they get under your skin.
The City of Amsterdam is fed up with improper street behaviour, and asked us to develop an impactful campaign that really addresses the issue. In the images, we 'tattooed' hurtful phrases on the skin of the victims, showing the lasting effect these words have on our person.
The campaign will be deployed as both print and digital abri’s.