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Brand Activation Campaign
What A Cure Feels Like
Control
Hero Campaign
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Impact
This pro bono campaign raised awareness, sparked discussion and increased understanding to help young people recognise the signs sooner.
Challenge
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.
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RAW Truth™
Change the way young people think about emotional abuse
Solution
Rather than cover the vast topic of domestic abuse as a whole, or the extensive range of services NDAS offer, we focused on making a big impact with one specific message: changing the way people think about emotional abuse, especially in young relationships.
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Activation
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.
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Behind the scenes
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