Overarching Campaign Strategy
Approach and Concept Development
Film, PR & Social Campaign, Multichannel Assets
Domestic abuse is not just physical abuse from a partner – it can be someone in your family or household using their power to keep you under their control.
We partnered with small charity, NDAS, to raise awareness of the issue in Northumberland, where it is often harder for people to get help due to the sparsely populated nature of the region.
Social Followers
Campaign Reach
Video Views
We decided that rather than try to cover the vast topic of domestic abuse as a whole, or the extensive range of services NDAS offer, we would focus the campaign on making a big impact with one specific message. That message focused on changing the way people think about emotional abuse, especially in young relationships.
Specifically, we wanted to raise awareness, spark discussion and increase understanding to help people recognise the signs sooner. To ensure maximum impact, we aimed to take advantage of NDAS’ relationship with local dance and drama schools to target young people between 14-18 who are interested in dance and drama.
First, we focused on social media – specifically Facebook. We identified key influencers that would share and extend the campaign’s reach on NDAS’ behalf, and aimed to create a story that would earn NDAS valuable PR in their community. Raising their profile in this way would increase their chances of getting the film shown in every school in Northumberland and on sex education forums online.
This was a brave decision for NDAS, but, by focusing on audience insight, we were able to convince them to run with the opportunity and create an innovative campaign that would help them stand out.
Within a week of the campaign’s launch, NDAS’ social media engagement saw a huge uplift and their following almost tripled. The campaign was featured on The Pool’s Daily News Drop, a national online platform for women, as well as on multiple local news outlets across Northumberland.
Other domestic abuse charities shared the message, and NDAS were approached by teachers so that the film can be used as part of Domestic Abuse Awareness Month in schools. As a result, the film has since been shown in every single school in Northumberland.
Best Video as Part of a Content Marketing Program
2017
Best Creative Content Idea using Video
2017
Best Video
2017
Not-for-Profit Video
2017
CSR Project of the Year
2017
Video (Short Form) – Branded Entertainment
2017
Charity & Not For Profit
2017
Film of the Year
2017
Social welfare
2017
Partnership of the Year
2017
Video (Short Form) – Branded Entertainment
2017
International Fundraising, non-profit, CSR
2017
PR and brand storytelling
2018
Campaign of the Year
2017
