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WELSH GOVERNMENT

Domestic abuse campaign

Against a backdrop of research suggesting that the public are reluctant to ‘get involved’ when spotting signs of potential abuse, we produced a hard-hitting campaign which centred around two short films depicting behaviour which amounts to emotional abuse.

These films urged the viewer to click their mouse at the moment they thought the abuse was starting, and a line had been crossed, and informed the viewer of the percentage of other people who also felt that the abuse had started by this point.

The launch phase of the campaign generated 16 pieces of local and national press coverage, which included tips on what to do if suspecting abuse. Our films were engaged with nearly 13,000 times, and our social media activity resulted in a 9% increase in Twitter followers and a 17% increase in Facebook likes in just three weeks. The work also picked up two CIPR Pride Awards for Best Integrated Campaign, and Best Use of Digital.

The above TV advert drove viewers to interact with two full length films (below) and share their views socially.