Full Stop Foundation launches emotive Valentine’s Day domestic violence campaign
The Full Stop Foundation is using Valentine’s Day to reframe the national conversation about gifts, apologies and domestic violence in a collaborative campaign with PR agency Hotwire.
The nation-wide ‘I Got Flowers Today’ campaign asks Australians to think about those who will get flowers as an apology rather than an act of love on Valentine’s Day, raising awareness of those experiencing domestic violence or sexual abuse.
Spread across Instagram, Twitter and Facebook the campaign will feature a poem chronicling the life of an abused woman who receives flowers as an apology rather than a symbol of love. The poem lists all the times she received flowers after being abused, right up until her death.
Karen Willis, CEO of the Full Stop Foundation, told Mumbrella: “My guess is the front page of the tele isn’t going to print that, it’s certainly not going to be read out over the news, but the opportunity for that poem to be shared amongst lots and lots of people who can take a quiet moment to have a read of the impact of what’s in there.
“I really don’t think there is any other medium that would give the opportunity for that reflection and those couple of minutes of reading and thinking and capacity to share.”
Australians are asked to interact with the campaign by using the hashtag #IGotFlowersToday and sharing the poem on social media.
Willis said: “The poem is very powerful so it creates that emotional response to a crime that is a highly emotive crime, but what it also does is show the progression that occurs within a domestic violence relationship.
“Valentine’s Day is a day for lovers, it’s a day of celebrating the wonderful things people have with their partners and the wonderful life they have to together and the future, celebrated with dinner and wine.
“It is coming of that to say ‘Yep okay that’s terrific’ but for some people Valentine’s Day isn’t a day of love, care and mutual respective support. It is just another day in a continuum of violence.”
The poem, which forms the basis of the campaign, reads:
I got flowers today. It wasn’t my birthday or any other special day. We had our first argument last night. He said a lot of cruel things that really hurt me. I know he was sorry and didn’t mean the things he said.
Because I got flowers today.I got flowers today. It wasn’t our anniversary or any other special day. Last night, he threw me into a wall and started to choke me. It seemed like a nightmare. I couldn’t believe it was real. I woke up this morning sore and bruised all over. I know he must be sorry
Because he sent me flowers today.I got flowers today. It wasn’t Valentines Day or any other special day. Last night, he beat me up again. And it was much worse than all other times. If I leave him, what will I do? How will I take care of my kids? What about money? I’ m afraid of him and scared to leave. But I know he must be sorry
Because he sent me flowers today.I got flowers today. Today was a very special day. It was the day of my funeral. Last night he finally killed me. He beat me to death.
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Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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