Toronto Women’s Shelter Creates iPhone Ad to Highlight Tech Abuse [VIDEO]


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Toronto-based Interval House is Canada’s first centre for abused women and children. To celebrate their 40th anniversary, the organization summoned Toronto agency UNION to create an ad to highlight how abuse nowadays goes beyond the home and is streamlined via our smartphones. The ad, titled “Phone Demo” looks and feels like an Apple iPhone ad spot, but eventually the ending brings about a powerful message.

Lesley Ackrill, executive co-director of resource development, communications and human resources at Interval House says:

“People think the issue of abuse against women is done, it’s handled,”

“They think mostly of the violence, the physical violence. What they don’t understand is that as new technologies develop, there are new ways to exert power and control over women. It’s an issue that continues.”

Check it out below and tell me what you think:


  • rawryree

    Oh the irony. The ad at the bottom of this article? An ad for a dating site to find Chinese women because they are “pretty and slim” and “loving and *loyal*”. Sexist, racist, and ironic! The hat trick of ads on pages about misogyny and sexism.

  • Peter Pottinger

    u mad bro?

  • Boreparker

    Those ads are generated by adchoice and are based on your browser history. Not a smart idea for you to comment on those…

  • iPadDar

    I’m a female and I don’t like this at all. Not all men would know that this type of technology even exists but they do now. I understand what they are trying to do but I really think they could’ve got the message across differently. Also, if I were Apple I would be annoyed by this.