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.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

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

iJobs Job Widget
iJobs General

Recruitment Genius: Senior Environmental Adviser - Maternity Cover

£37040 - £43600 per annum: Recruitment Genius: The UK's export credit agency a...

Recruitment Genius: CBM & Lubrication Technician

£25000 - £27500 per annum: Recruitment Genius: This company provides a compreh...

Recruitment Genius: Care Worker - Residential Emergency Service

£16800 - £19500 per annum: Recruitment Genius: Would you like to join an organ...

Recruitment Genius: Senior Landscaper

£25000 - £28000 per annum: Recruitment Genius: In the last five years this com...

Day In a Page

The long walk west: they fled war in Syria, only to get held up in Hungary – now hundreds of refugees have set off on foot for Austria

They fled war in Syria...

...only to get stuck and sidetracked in Hungary
From The Prisoner to Mad Men, elaborate title sequences are one of the keys to a great TV series

Title sequences: From The Prisoner to Mad Men

Elaborate title sequences are one of the keys to a great TV series. But why does the art form have such a chequered history?
Giorgio Armani Beauty's fabric-inspired foundations: Get back to basics this autumn

Giorgio Armani Beauty's foundations

Sumptuous fabrics meet luscious cosmetics for this elegant look
From stowaways to Operation Stack: Life in a transcontinental lorry cab

Life from the inside of a trucker's cab

From stowaways to Operation Stack, it's a challenging time to be a trucker heading to and from the Continent
Kelis interview: The songwriter and sauce-maker on cooking for Pharrell and crying over potatoes

Kelis interview

The singer and sauce-maker on cooking for Pharrell
Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

Cameron lowered the flag for the dead king of Saudi Arabia...

But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Humanity must be at the heart of politics, says Jeremy Corbyn
Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

Joe Biden's 'tease tour'

Could the US Vice-President be testing the water for a presidential run?
Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

Britain's 24-hour culture

With the 'leisured society' a distant dream we're working longer and less regular hours than ever
Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

The addictive nature of Diplomacy

Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

Fashion: Ooh, Lady Chatterley!

Take inspiration from DH Lawrence's racy tome with equally racy underwear
8 best children's clocks

Tick-tock: 8 best children's clocks

Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

Charlie Austin: ‘If the move is not right, I’m not going’

After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

How Isis profits from destruction of antiquities

Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

'If we lose touch we’ll end up with two decades of the Tories'

In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea