As part of the Awareness Week for the Fight Against Violence Against Women in Relationships, we were invited by the Outline Festival to create an urban installation in Safra Square in Jerusalem. The project aimed to emphasize the importance of identifying the early signs of an abusive and violent relationship.
The issue of violence in relationships is complex and sensitive, and therefore we conducted in-depth research in collaboration with the Na’amat hotline and professional personnel in the Jerusalem Municipality. The content focus during the process was identifying the early warning signs, which sometimes appear small and insignificant, but can escalate to physical violence and even murder. From this understanding, we created a unique visual concept.
The result is an exhibition under a clear message: “Don’t Wait for This Flower,” composed of giant posters displayed in Safra Square. The posters are designed in such a way that they are eye-catching at first glance through illustrations of flowers, which serve as a kind of visual “honey trap,” inviting the viewer to approach and examine the posters up close. Upon second glance, warning signs and apology phrases indicating an abusive relationship are revealed. This combination, between the aesthetic image of the flowers, often given as a gesture of false apology, and the harsh textual messages, is intended to raise awareness and discourse, and calls on viewers to identify the warning signs in real time.
The graphic language of the posters emphasizes the tension between the external beauty of the flowers and the harsh and important messages. We used a contrasting color palette to create distinct prominence, combined with carefully chosen typography to create visual interest and ensure attraction from a distance. The naive illustrative style, which creates flowers with a “monstrous” character that suffocate the space, is intended to reinforce the feeling of distress.
The exhibition received support from the Jerusalem Municipality and Na’amat, and became the official campaign to mark the International Day for the Elimination of Violence against Women.
The result is an exhibition under a clear message: “Don’t Wait for This Flower,” composed of giant posters displayed in Safra Square. The posters are designed in such a way that they are eye-catching at first glance through illustrations of flowers, which serve as a kind of visual “honey trap,” inviting the viewer to approach and examine the posters up close. Upon second glance, warning signs and apology phrases indicating an abusive relationship are revealed.
