Supermarkets Put Up Bruised Fruit Stands Subtly Connecting Abuse Victims To Help
Video screenshot via Interval House
Reports of intimate partner violence in Canada have increased by more than 30% since the start of the pandemic, with women spending more time at home trapped with their abusers, while having less access to support.
So in a new activation that protects abuse victims’ need for discretion, Interval House, a shelter supporting abused women and children, and advertising agency UNION have set up a display at possibly the one place they can turn to: the grocery store. A stand of bruised fruit can be found at the The Big Carrot Community Market on the 348 Danforth Ave in Toronto through August, with more to appear across the city.
From afar, apples look as if they have been over-ripened, but customers would soon find out that they’re not really meant for eating. The fruit comes with stickers reminding shoppers that abuse doesn’t lift like COVID-19 safety regulations, as well as includes discreet contact details to Interval House’s 24/7 Crisis Line.
If you or a loved one are facing domestic abuse, please reach out to any of these hotlines for assistance; residents in the US can contact the National Domestic Violence Hotline at 1-800-799-7233, where confidential support from trained experts will be available. Remember that you’re never isolated in this fight.
[via Little Black Book, images via Interval House]
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