WOMEN'S AID DOMESTIC VIOLENCE CAMPAIGN by AMV BBDO London for Women's Aid

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WOMEN'S AID DOMESTIC VIOLENCE CAMPAIGN

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Industry Against violence
Media Promo & PR, Case study
Market United Kingdom
Agency AMV BBDO London
Director Dominic Savage@ Qi
Executive Creative Director Paul Brazier
Producer Claire Toms, Stephen Gash, Rebecca Scharf
Released April 2012

Credits & Description

Category: Best Use of Audio
Advertiser: WOMEN'S AID
Product/Service: DOMESTIC VIOLENCE AWARENESS
Agency: ABBOTT MEAD VICKERS BBDO
Executive Creative Director: Paul Brazier
Creative Team: Steve Jones/Martin Loraine
Creative Directors: Martin Loraine/Steve Jones
Director: Dominic Savage
Producer: Stephen Gash
Production Company: QI Commercials
Recording Studio: 750mph
Engineer: Ben Gulvin
Producer: REBECCA SCHARF/CLAIRE TOMS
Media placement: RADIO - LBC - 30 APRIL 2012

Insights, Strategy & the Idea
1 in 5 murders in London are the result of domestic violence.

On average a woman is abused 35 times before it is reported.
A change in the law means that it’s not just the victim who can report domestic violence. A statement from a neighbour is sufficient for the police to intervene.
Our insight was that we could save lives by targeting the bystanders who overhear the violence instead.

So we needed to demonstrate to those bystanders how important their actions can be in the fight to save lives.

We produced a radio engagement campaign that demonstrated how bystanders can stop domestic violence and make women safer by calling 999 whenever they hear it.

Creative Execution

In domestic violence, witnesses rarely see the crime – it’s almost always heard. This insight inspired radio as the strongest medium. Our commercials confront listeners with the sound of the crime and then give them the ability to stop it. This innovatively allows listeners who interact to stop the commercials. The series features horrifying sounds of domestic abuse. A voiceover explains that, while the sounds are distressing, they will continue until listeners dial a number to have them stopped: ‘Just as in real life, making a call can make it stop’.

The response was instant. So quick that a reminder ad we recorded never aired.

This hard hitting campaign communicated the severity of the issue at the appropriate time, in a media space most appropriate to how people might actually experience the problem: when it is overheard at home.

Results and Effectiveness
The Metropolitan Police Service maintains strict confidentiality on statistics regarding calls to 999. But the campaign led the radio station – LBC – to build an hour of domestic violence programming around the commercials. This included editorial, a phone-in with victims of domestic violence, and interviews with the Women’s Aid client and the Met Police Liaison Officer.

During the show the presenter mentioned that “The switchboard has been jammed all night” and the show was able to provide direct help to one lady who had never spoken to any charities or the police before despite being in an abusive relationship for 30 years.