Holiday shoppers walking past clothes shop Untitled&Co in Toronto this season might think they’re looking at a photo of family bliss, but the brutal reality gets revealed every 60 seconds in "The Window Project."
A storefront display features a family of four sitting together for a festive meal, but once the clock on the screen hits zero, the man at the table swings up his hand and aims to hit the woman next to him, with the children cowering in fear.
The shocking display was created by FCB Toronto in partnership with the Ontario Association of Interval and Transition Houses (OAITH) to raise awareness to the reality of domestic violence, which increases by 30% during the holiday season, according to a UN study. When consumers stop in front of the store, they can donate $5 CAD to OAITH and Yellow Brick House via the text message "No More," to help women and children find safety and shelter away from abuse.
Since it was unveiled this past weekend, the display has garnered media attention from Global News, CBC and CTV in Canada.