Our collaboration with Refuge began with a phenomenally successful Christmas campaign of ‘Reversible Poems’ highlighting the hidden nature of domestic abuse at this critical time of year.
And then lockdown arrived, bringing with it a 66% spike in cases of domestic abuse, with an increasing number of women and children trapped in homes with their abusers.
We needed to reach them.
Just when women might feel like there’s no way out, with complete lockdown a reality and only one walk allowed each day, what if there was a way of taking that walk and never going home? What if there was an alternative lockdown where they were at last free to live their lives without abuse?
We wrote and produced a hard-hitting 11-minute short film that contextualised the problem via a single online conversation between a woman and her abusive partner in lockdown. Using the formidable acting talents of Maxine Peake, ‘Surfaces’ ran on the Crime and Investigation Channel, Facebook, Instagram, YouTube and at refuge.org.uk. A 30sec trailer ran across multiple social media channels and, along with a rich media video banner campaign, drove traffic to watch the full film. ‘Surfaces’ also became a brutal podcast audio drama on Spotify.
The social media response has been overwhelming. The Home Office adopted the campaign, seeding it with 350 key influencers nationwide, and the film has been incorporated into UK local government’s educational programmes on domestic violence.
We apply our fully integrated expertise across Media, Research, Strategy, Creative, Digital and PR. Our solutions can be as niche or as fully joined-up as your brand demands. Talk to us about how we can give you an unfair advantage.