Can you tell the difference?

Cut from a fall or a jealous boyfriend? Evans Hunt jumps on a meme to show the realities of domestic abuse.


If you’re not living under a rock, then you’ve probably seen recent memes that show two different things in a photo grid and ask if you can tell the difference. Sleeping puppy or bagel? Chihuahua or blueberry muffin? Sloth or chocolate croissant? Donald Trump or raw meat? You get the idea.


It was all very funny and cute (except for Trump), but Evans Hunt recently took the idea and applied it to a campaign for the Medicine Hat Women’s Shelter Society. Photo grids of cuts, scrapes, bruises and broken bones seem to all be pretty similar, until you read the tagline at the top and realize there’s no way to tell the difference between whether the injuries happened at work, playing sports, after an allergic reaction, or as the result of domestic abuse. The ads drive to the organization’s website, which has resources so people can begin to better recognize the difference between a simple accident and a sign of domestic violence.





Brand: Medicine Hat Women’s Shelter Society
Agency: Evans Hunt
Creative Director: Mike Tran
Senior Art Director: Teresa Leung
Copywriter: Jordan Finlayson