Coercive control campaign

Defining the challenge
Highlight the signs of non-physical abuse in relationships and the fine line between care and control, encouraging people to seek support if they needed it. 

Taking action
We worked with the domestic abuse team to understand and develop a nuanced message that controlling behaviour may not be obvious and could be disguised as attentive and caring. A supportive, non-judgemental tone was important to help people reflect on their own relationships and whether to seek support. 

Getting results
A campaign identity built on the concept of the fine line between care an control was created, showing how close two similar but opposing behaviours can appear. It was rolled out across social and digital advertising. The campaign drove a 438% increase in visits and 548% increase in unique visitors (compared to monthly averages) to the domestic abuse website.