An ad campaign that represents Slavoj Žižek's framework of violences that breaks down into subject and systemic. Subjective violence is involving the intentional use of force to inflict injury or damage. Systemic violence cannot be attributed to an identifiable agent (e.g. social injustice), and exists insidiously and almost invisibly within the system and “the ‘normal’ state of things” (Slavoj Žižek 2009, p.2).