UK Says No More
“Encouraging victims to speak up.”
1 in 4 women and 1 in 6 men will experience domestic violence during their lifetime.
Whilst there are many things we might not be able to end in our lifetime, domestic violence and sexual assault certainly should be something we can bring to a halt.
So when the charities Hestia and No More came to us with a clear mission to ‘Stop the unspoken taboo of domestic violence’ in the UK, we were understandably keen to help.
8M viewers with national coverage from Good Morning TV to BBC Radio.
We were challenged by No More and Hestia to continue the momentum from their phenomenal US campaign and get the UK talking about domestic violence.
In order to create real cut-through we had to craft an integrated campaign that we knew would be shared and would gain publicity. Strategically the solution was clear; because of our adherence to celebrity culture, we would use personalities from all walks of life as our representatives. However, it was crucial that the messaging resonated with our target audience; urban adults.
Appreciating that there is no one face that represents domestic violence, there is however a number of ‘excuses’ that people offer either for themselves or for those that they know, we made the challenge two-fold; to say NO MORE and to break the silence.
#BreakTheSilence engaged the UK with a series of films from our celebrities that encouraged victims to come forward and tell those abusers that we’ve all had enough and that it stops here and now.
The integrated campaign came to life across the country through OOH, radio, TV, print, digital and social.