Graffiti Abuse is Hidden
Fondos Unidos de Puerto Rico (United Way of Puerto Rico) promoted the launch of their web site, Entreparedes.org, with a graffiti advertising campaign highlighting the realities of domestic violence. Giant stickers using the phrases “Ana te amo” (Ana I love You) and “María te amo (Maria I love You) were strategically placed in places with high pedestrian traffic. Approaching the graffiti uncovered the reality behind the expressions of affection: the letters were composed of an endlessly repeated phrase: “I hit you”. The other one hid the message “I insult you” in its letters. A small sign below the graffiti provided the message, “Abuse is hidden”.
The Te Amo Graffiti campaign was developed at Badillo Nazca Saatchi & Saatchi, Puerto Rico, by executive creative director Juan Carlos Rodríguez, associate creative director Mariano German, senior copywriters Pedro José Pérez and Jonathan Díaz, senior art director/typographer Fernando Suárez, senior art director Cristina Burckhart, art director/typographer Omar Santiago, account directors Jessica Rivera and Julio Semidey.