Not all violence leaves bruises. With Unfading Words, M+C Saatchi Europe brought psychological violence to the surface - transforming invisible abuse into something women could finally recognise.
The other face of gender-based violence
In a world where gender-based violence is often portrayed through physical wounds - bruised faces, black eyes, visible scars - the one that comes from words remains largely unseen. The data confirm this reality. In Italy, 75% of women don't recognize psychological violence for what it is, often mistaking the first signs of abuse for love, jealousy, or affection. This invisibility is what makes it so insidious, and so widespread.
From gaslighting (“You're overreacting”, “You made all of this up”) to insults (“You're worthless”, “No one will ever love you”), from undermining (“Just focus on being a mom”, “You can’t do anything on your own”) to blame-shifting (“You’re the one who makes me lose control”), words can manipulate, isolate, hurt and erode a woman's self-esteem, leaving wounds that cut deeper and often never fade, like tattoos etched into the skin.
A campaign that changes the cultural narrative
Culture is shaped by language.
And if we want to change a toxic culture - and ultimately improve people’s lives - we must start by changing how we recognise and interpret the words that sustain it.
That’s why, for the International Day for the Elimination of Violence against Women, M+C Saatchi Europe – in collaboration with EY Studio+ – turned the very words used to diminish and control into signs that could finally be seen and recognised.
Five women shared their lived experiences. A renowned tattoo artist, La Bigotta, translated those stories into five symbolic illustrations, transforming some representative phrases of psychological violence into something impossible to ignore. What usually stays under the skin was brought to the surface - not to shock, but to help women recognise what they might already be living.
On November 25, Plenitude’s social channels became a space of awareness and education, combining emotive storytelling with expert insights from a psychologist and constant reference to the national anti-violence and stalking helpline (1522).
From awareness to cultural impact
The response was overwhelming. Women didn’t just react. They amplified the message sharing their own stories, adding their voices to the campaign, and driving engagement far beyond expectations. What started as communication became conversation. What began as awareness turned into connection. That is cultural power at work.
In parallel, Unfading Words took shape in the physical world through a collection of temporary tattoos distributed across all Plenitude stores, a symbolic gesture inviting people to reflect on the language of abuse and its lasting impact. Because recognising the signs - and the words - of psychological violence is the first step in combating it.
