Changing the way people see and understand emotional abuse

What we achieved

  • Strategy

    Overarching Campaign Strategy

  • Creative

    Approach and Concept Development

  • Production

    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.

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235%

Social Followers

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1 Million

Campaign Reach

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400,000

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.

I remember saying I want as many people as possible to see this film – never in my wildest dreams did I think the reach would be this far!

Coordinator – NDAS
Young couple dance to raise awareness of emotional abuse in this social media campaign

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.

  • Content Marketing Awards

    Best Video as Part of a Content Marketing Program

    Gold

    2017

  • The Drum Content Awards

    Best Creative Content Idea using Video

    Highly Commended

    2017

  • The Drum Marketing Can Change the World Awards

    Best Video

    Gold

    2017

  • SUMMIT Creative Awards

    Not-for-Profit Video

    Gold

    2017

  • Charity Times Awards

    CSR Project of the Year

    Gold

    2017

  • The European Lovie Awards

    Video (Short Form) – Branded Entertainment

    People's Choice

    2017

  • EVCOM Screen Awards

    Charity & Not For Profit

    Gold

    2017

  • EVCOM Industry Awards

    Film of the Year

    Gold

    2017

  • EVCOM Clarion Awards

    Social welfare

    Gold

    2017

  • NE Youth Projects with Pride

    Partnership of the Year

    Gold

    2017

  • The European Lovie Awards

    Video (Short Form) – Branded Entertainment

    Silver

    2017

  • Cannes Corporate Media & TV Awards

    International Fundraising, non-profit, CSR

    Silver

    2017

  • Marketing Week

    PR and brand storytelling

    Shortlisted

    2018

  • The Drum Marketing Can Change the World Awards

    Campaign of the Year

    Nominated

    2017