Abusive packaging Optiline
Family violence crimes accounts to more than 40% of serious violent crimes in Russia. Last year, over 16 million women in Russia became victims of domestic violence. There are 127 countries where domestic violence legislation is in place, and Russia is not one of them. We lined our specially designed ‘abusive’ packages on the store shelves alongside other household goods. The harsh words were jumping out at the consumers from the packages of latex gloves, paper towels and tissues.
The bold taglines we used were relevant to both the product and the issue of domestic violence. Customers initially encountered aggressive phrases, creating the impression that the product was engaging in verbal abuse. However, upon closer examination of the packaging, they realized it was a commentary on psychological abuse within families. We strategically placed this special packaging alongside the brand’s classic packaging. This new packaging not only captures attention but also actively embodies the company’s commitment to supporting women.
