Changing the way people see and understand emotional abuse

Northumberland Domestic Abuse ServicesControl

This campaign aims to change the way people see and understand emotional abuse, encouraging young people to rethink their own situation or that of those around them. Launched on Valentine’s Day, the film targets young people who are becoming especially vulnerable to coercive and controlling relationships, as behaviours like extreme jealousy are often portrayed as love or passion in the media.

Clarion Film of the Year
Best Video
CSR Project of the Year
People's Choice Short Form Branded Content

Within a week of the campaign’s launch, Northumberland Domestic Abuse Services (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 also helped to spread the message by sharing the content with their followers, and NDAS were approached by teachers so that the film can be used as part of Domestic Abuse Awareness Month in schools.

The campaign won 12 international awards in 2017, including Clarion Film of the Year at EVCOM Industry Awards, Gold at the Content Marketing Awards, People’s Choice at The Lovie Awards and Best Video at The Drum Marketing Can Change the World Awards. NDAS were the 2016/17 winners of our annual small charity initiative, which helps small charities reach new audiences and raise essential funds with £15,000 worth of content strategy and production. The initiative won Partnership of the Year at NE Youth 2017 and Corporate Social Responsibility Project of the Year at the Charity Times Awards 2017.

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