Women’s Aid - In PLAIN sIGHT

The BRIEF

1 in 5 women in Ireland are victims of domestic abuse.
For International Women’s Day, we wanted to bring that startling statistic to life as a way of raising awareness.

THE IDEA

Domestic abuse can often happen in plain sight and we wanted to show that it can take many forms. We strategically placed a series of adverts with hidden coercive control messages in the Sunday Independent and The Sunday Times newspapers. The adverts put the readers in the shoes of a domestic abuse victim so they could feel the impact that coercive control abusers inflict daily.

The Results

In 24 hours, there was a 51% increase in visits to the Women’s Aid website and calls to the national helpline.

Credits

Joint Managing Director- Enda Kelly
Creative Partner – Karl Waters
Creative Director – Jonny Cullen
Senior Creative – Donal O’Higgins
Art Director – Jamie Whelan
Copywriter – Rory Connolly
Art Director – Raffa Ferla
Account Director –Trevi Donegan
Head of Client Services – Laura Kelly
Strategic Planner- Eimear Fitzmaurice
Media Agency – Carat
Vodafone Client – Joely Harper and Sarah Horgan