MullenLowe Shines a Light on Abuse in Powerful Valentine’s Day Campaign
Companies
MullenLowe UK has partnered with the charity NO MORE to launch a powerful Valentine’s Day campaign, “Language of Love,” designed to raise awareness of coercive behavior in relationships.
While Valentine’s Day is typically a celebration of love, “Language of Love” sheds light on the darker side of relationships, focusing on domestic abuse and stalking. The campaign features gift cards with seemingly romantic phrases like “I love you to death” and “You’re mine,” which take on a far more unsettling meaning for those in abusive situations — underscoring the subtlety of coercive control.
Shared across NO MORE’s social media channels, with select designs appearing in OOH posters in the lead-up to Valentine’s Day, the “Language of Love” campaign also includes a short film that highlights the impact of coercive language and offers support to those experiencing domestic abuse or stalking.
“Verbal abuse is very often a precursor to physical abuse. But verbal abuse comes in many forms — including coercive language. On the one day of the year when ‘love language’ is everywhere, we wanted to highlight what coercive language looks like, and help as many people recognize it as we can,” noted Nicky Bullard, Chief Creative Officer at MullenLowe UK.
