Advertising executive fights horror of rape

Karen McVeigh reports on a designer's mission to destroy the myths and expose the reality of a brutal crime

While raising a few smiles and filling out queues in lingerie departments were the main aims of the controversial Wonderbra posters, the next campaign from the man behind the advertisements carries a much more serious message.

Using a series of posters, postcards and stickers, Trevor Beatty, creative director of the TBWA advertising agency, is launching his own anti-rape campaign next month.

Posters carrying powerful slogans such as "Rape. When it happens to your mother, daughter, sister, girlfriend, buddy, cousin, niece, aunt, grandmother, wife, will you say she was asking for it?" are already creating controversy and debate in America, where they form part of a campaign masterminded by Charles Hall, of Chiat Day, TBWA's sister company in the United States.

Mr Hall, Chiat Day's creative director, was so incensed by a brutal assault on a close female friend that he began producing and fly-posting anti- rape stickers across Brooklyn and Manhattan. "I felt the need to attack the real problem - the perception that women want to be raped, that they ask for it and deserve it," he said.

He has since been inundated by offers to carry the campaign from various American media, and has just completed a number of anti-rape television commercials.

The project struck a chord with Mr Beatty, who also knew a close friend who had been attacked, and he decided to launch a campaign in Britain.

"It's purely personal," said Mr Beatty, "We both happen to know women who have had similar experiences." He described the campaign as "a cry from the heart".

Although no company logo will appear on the posters, financed by Mr Beatty himself, he is confident that his position at TBWA will generate sponsorship, and is currently talking to a production company about cinema advertisements.

Mr Beatty hopes to challenge the common misconception of the rape victim as "a bird in a mini-skirt who is asking for it", by using a series of images of rape victims, from pensioners, to "17-year-old homeless lads sleeping in doorways".

Using powerful slogans, he also wants to counteract the image that many people have of a rapist as "some bastard in a mask".

One of the American stickers reads: "In a recent University of California at Los Angeles study, 65 per cent of college-educated males said they would rape a woman if they thought they could get away with it. What percentage are you?"

Alison Shergold, from the Rape Crisis Centre in London, said she thought that the idea was "brilliant".

She added: "Rapists are everyday people who walk down the street. They could be our brother, our father, our uncle. Our statistics show that most rapists are known to the victim."

Mr Beatty said he had been criticised by people who have accused him of inviting rape by showing erotic images of women. However, he is currently negotiating with the company to allow him to use the Wonderbra images in the campaign. "Once people are attracted by the image, we will turn it on its head and make people think," he said.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksNow available in paperback
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Austen Lloyd: Corporate Solicitor NQ+ Oxford

Excellent Salary: Austen Lloyd: CORPORATE - Corporate Solicitor NQ+ An excelle...

Reach Volunteering: Financial Trustee and Company Secretary

Voluntary Only - Expenses Reimbursed: Reach Volunteering: A trustee (company d...

Recruitment Genius: Senior Project Manager

£45000 - £65000 per annum: Recruitment Genius: This is a fantastic opportunity...

Recruitment Genius: Shopfitter

Negotiable: Recruitment Genius: This is an opportunity to join a successful an...

Day In a Page

Mau Mau uprising: Kenyans still waiting for justice join class action over Britain's role in the emergency

Kenyans still waiting for justice over Mau Mau uprising

Thousands join class action over Britain's role in the emergency
Isis in Iraq: The trauma of the last six months has overwhelmed the remaining Christians in the country

The last Christians in Iraq

After 2,000 years, a community will try anything – including pretending to convert to Islam – to avoid losing everything, says Patrick Cockburn
Black Friday: Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

Britain braced for Black Friday
Bill Cosby's persona goes from America's dad to date-rape drugs

From America's dad to date-rape drugs

Stories of Bill Cosby's alleged sexual assaults may have circulated widely in Hollywood, but they came as a shock to fans, says Rupert Cornwell
Clare Balding: 'Women's sport is kicking off at last'

Clare Balding: 'Women's sport is kicking off at last'

As fans flock to see England women's Wembley debut against Germany, the TV presenter on an exciting 'sea change'
Oh come, all ye multi-faithful: The Christmas jumper is in fashion, but should you wear your religion on your sleeve?

Oh come, all ye multi-faithful

The Christmas jumper is in fashion, but should you wear your religion on your sleeve?
Dr Charles Heatley: The GP off to do battle in the war against Ebola

The GP off to do battle in the war against Ebola

Dr Charles Heatley on joining the NHS volunteers' team bound for Sierra Leone
Flogging vlogging: First video bloggers conquered YouTube. Now they want us to buy their books

Flogging vlogging

First video bloggers conquered YouTube. Now they want us to buy their books
Saturday Night Live vs The Daily Show: US channels wage comedy star wars

Saturday Night Live vs The Daily Show

US channels wage comedy star wars
When is a wine made in Piedmont not a Piemonte wine? When EU rules make Italian vineyards invisible

When is a wine made in Piedmont not a Piemonte wine?

When EU rules make Italian vineyards invisible
Look what's mushrooming now! Meat-free recipes and food scandals help one growing sector

Look what's mushrooming now!

Meat-free recipes and food scandals help one growing sector
Neil Findlay is more a pink shrimp than a red firebrand

More a pink shrimp than a red firebrand

The vilification of the potential Scottish Labour leader Neil Findlay shows how one-note politics is today, says DJ Taylor
Bill Granger recipes: Tenderstem broccoli omelette; Fried eggs with Mexican-style tomato and chilli sauce; Pan-fried cavolo nero with soft-boiled egg

Oeuf quake

Bill Granger's cracking egg recipes
Terry Venables: Wayne Rooney is roaring again and the world knows that England are back

Terry Venables column

Wayne Rooney is roaring again and the world knows that England are back
Michael Calvin: Abject leadership is allowing football’s age-old sores to fester

Abject leadership is allowing football’s age-old sores to fester

Those at the top are allowing the same issues to go unchallenged, says Michael Calvin