The women of the controversial campaign on macho violence in Andalusia are actresses

• Gender violence PSOE and Podemos charge the Board for a campaign with victims smiling

The advertising agency responsible for the campaign of the Junta de Andalucía against sexist violence has explained that the women who appear have not really suffered ill-treatment and are actresses chosen from a database, something that, he says, is done in any Another initiative of this style.

Conzeta Publicidad has indicated in a statement that "it would have been irresponsible to use real women who have suffered ill-treatment , since their security would have been jeopardized."

The women, who appear smiling because the goal is to give a "positive" message, have been selected from a bank of images, as "many brands and institutions do for their campaigns", adds the advertising company.

Given the information disclosed in the media that the women who appear in the campaign have suffered really bad treatment, the company explains that "it is not so."

Sources of the Ministry of Equality, which commissioned the campaign, have told Efe that the women of the campaign "represent" real cases but are not real victims , and have specified that in this case it is done as with other initiatives, including of the General Directorate of Traffic, where the injured are not real and neither are the civil guards.

The campaign, with a cost of 1.2 million euros and called "But life is always stronger", occupies radio and television spaces, on social networks and on billboards.

The television ad, the advertising company adds, begins with a text that warns that the women who are going to see next have suffered ill-treatment, given what the viewer expects assaulted women to appear, but what is seen next They are women in normal and happy situations.

"This is a contradiction that surprises the viewer, conveying the message that there is hope and that you can leave if it is denounced," adds the advertising company before pointing out that the press and digital formats have the same scheme.

The campaign, criticized by the opposition - both the PSOE and Podemos have demanded its withdrawal - has been created with the aim of raising the number of complaints as much as possible, according to the company in charge of its elaboration, which defends that to transmit a positive message of hope "is also effective and reaches the public" .

This can be seen in awareness campaigns such as those carried out in the fight against cancer, which show how people get ahead and recover their lives after overcoming a very difficult situation, concludes the advertising company.

According to the criteria of The Trust Project