Gender-based violence doesn’t always begin with physical abuse. Sometimes, it begins with words. Familiar expressions of love, concern or humour can conceal manipulation, intimidation and control. For Raise Her Voice, an awareness initiative by the non-profit organisation Reading to the Others, our challenge was to make these often-overlooked forms of violence recognisable. Inspired by insights gathered through focus groups involving women with and without disabilities, we developed a creative concept built around a simple but powerful message: “Hear the violence before you see it.” The idea challenges people to reconsider everyday language and recognise the warning signs of abusive behaviour before violence becomes visible.

We brought the concept to life through a series of ten illustrated posters, shifting the focus away from the victims and onto the language of those exercising control. Faceless male figures stand against vibrant, contrasting colours and oversized, expressive typography. Everyday phrases dominate each composition, while a small black strip across the speaker’s mouth reveals the disturbing intention hidden behind the words. The tension between the bold, almost playful visual style and the unsettling messages creates an unexpected contrast, turning familiar expressions into something impossible to ignore.

The campaign’s visual language also extended to a series of podcast covers designed for audio narratives based on personal experiences of gender-based violence. Together, the posters and podcast artwork form a cohesive communication system built around the power of words, whether spoken, written or heard. Developed pro bono as part of 2yolk’s Corporate Social Responsibility (CSR) strategy, the creative work reflects our commitment to using design and communication to address meaningful social issues. By revealing the hidden intentions behind everyday expressions, the campaign encourages people to question behaviours often mistaken for love or care, reminding us that violence can be heard long before it is seen.