Ogilvy South Africa

Bride Armour

Carling Black Label

The Brief

Globally, 1 in 3 women experiences intimate partner violence (IPV). She will be brutalised by the man who vowed to love her. How do we raise awareness on IPV and make the vow against violence a reality?

The Solution

#NOEXCUSE, in partnership with LifeLine, presents Bride Armour. An exquisite, yet horrifying gown created by award-winning fashion designer Suzaan Heyns. Informed by conversations with abuse survivors, every stitch, layer and seam of Bride Armour demonstrates the brutality of intimate partner violence (IPV).

The time has come for a new vow. To love, protect and never abuse. Go to www.change.org/noexcuse and sign the petition to help make this vow a reality. #BrideArmour