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The Broken Bride Registry

For most women, getting married is something to celebrate. But for some women, marriage is where abuse begins — or gets worse.

Canada’s Interval House is a centre for women and children abused at the hands of an intimate partner. Activating at a Toronto bridal show, Interval House conveyed the stories of many embattled women USING the familiar bridal registry tool of a roaming barcode scanner, traditionally used to scan products and add them to the couple’s gift registry. Products like Cigarette Burn Cream could be scanned to bring up the stories of women like Anna, whose husband burned her arm with a cigarette in jealous outrage.

Over the course of three days, counselors were on hand to provide comfort and raise awareness. Interval House were looking to drive brides to make a charitable donation or add Interval House to their gift registry.