Casa Protegida Julia de Burgos: Hidden Messages

Agency: Grey Puerto Rico
Client: Casa Protegida Julia de Burgos
Product: Public Service Campaign-Domestic Violence

Objectives

La Casa Protegida Julia de Burgos is a non-profit organization that provides shelter, support and psychological help to abused women in Puerto Rico.

A recent study developed by the organization, revealed that the profile of the abused women that seeks their help are now a professionals, with college degree, and in most cases the only provider of the household.

The profile of the abused women in Puerto Rico had changed drastically. Ten to 15 years ago, most of the women that looked for help had no education, were unemployed and financially dependent of their husbands.

But things have changed…well, not quite.

Although these women are more educated, they still are very fearful of their partners. These women might have the financial power of their household, but their partners have the emotional control. Abused women don't want their partners to suspect they are looking for help. In most cases, they even hide the problem from their families because they feel afraid that their partners prohibit seeing them.