'You May Now Hit the Bride:' Get Ready for Jarring Billboards Across LA

LOS ANGELES, CA -- Mayor Eric Garcetti and his wife, Amy Wakeland, launched a domestic violence awareness campaign today that subverts romantic tropes to bring home the chilling effects of abuse and controlling behavior hidden in some relationships.

The PSA campaign features what appear to be sweet gestures exchanged between loved ones -- such as a poem, a card with roses or a candy heart -- that upon closer inspection reveal a more disturbing and abusive relationship.

A message written out in fancy script that says "You may now hit the bride" and a scribbled-out love poem that reads "Roses are red, violets are blue, don't tell a soul I hit you" are among the images set to appear on billboards, bus benches and other advertising outlets around the city in the coming week.

The campaign, which coincides with Domestic Violence Awareness Month, directs people to a website, http://www.nodvla.org, that includes a crisis hotline number and referrals to other resources.

The purpose of the campaign is to "educate people -- victims, perpetrators and every single person in this city -- about what domestic violence is and what it looks like, and that's how we're going to break the cycle of fear," Garcetti said.

"Domestic violence has no place in the city of angels, and controlling behavior and violence have no place in a relationship," he said.

The city has expanded its domestic violence response teams at police stations, mostly through private donations, to give extra support to those suffering from domestic violence.

Garcetti also announced that the U.S. Department of Justice has awarded the city $425,000 over three years to help domestic violence and sexual abuse victims who are disabled.

The concept and design of the PSA campaign was created by the ad agency, Quigley-Simpson.

City News Service; Photo courtesy of City of LA Emergency Management Department.