Interval House, a shelter for abused women, used a pop-up to get more people talking about domestic abuse, which, for many women, can occur when a marriage begins. This troubling truth was brought to light through “The Broken Bride Registry” at a Canadian bridal show.

What appeared to be a standard wedding registry, was actually a statement on spousal abuse, with shocking items like “Jealous Rage Bandages”, “Cigarette Burn Cream,” and the “Don’t Talk Back Arm Sling.” At the booth, people could pick up a scanner to scan the items and unlock true stories of abuse. They could then add Interval House to their own bridal registry, providing a unique way for newlyweds to help those less fortunate.

The Gold Experiential-winning campaign, created by Union, is still ongoing, but since launch, donations have increased 14%.