On Christmas Eve 2015, Northumberland Domestic Abuse Services (NDAS) submitted a passionate application to our annual small charity competition. Inspired by their cause and ambition, we set out to create an outstanding campaign that would change the way NDAS talk about domestic abuse forever.
There are many mixed messages about relationships in the media today with behaviours like extreme jealousy being portrayed as love or passion. This makes young people especially vulnerable to coercive and controlling relationships.
For Valentine’s Day, we helped NDAS change the way people see and understand emotional abuse, encouraging young people to rethink their own situation or that of those around them.
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 also helped to spread the message by sharing the content with their followers, and NDAS have been approached by teachers so that the film can be used as part of Domestic Abuse Awareness Month in schools. The campaign also won Partnership of the Year at NE Youth 2017, Gold at both EVCOM Screen and EVCOM Clarion Awards 2017 and Gold at Summit Creative Awards 2017.
"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!!"