Refuge: Fighting Smarter Domestic Abuse in the Digital Age | Clapboard

Domestic Abuse is Getting Smarter

In November 2021, Refuge, a leading charity dedicated to combating domestic abuse, launched a powerful integrated campaign titled Domestic Abuse is Getting Smarter, created by the agency BBH in the United Kingdom. Marking 50 years of tireless work in this critical field, the campaign confronts the evolving nature of domestic abuse facilitated by advancing technology, revealing how abusers increasingly use smart devices and digital tools to exert control and surveillance over their partners. Central to the campaign is a striking 40-second film that initially mimics an advertisement for a sleek new smartphone, enticing viewers with its elegant design and innovative features. However, as the voiceover progresses, the tone shifts dramatically, exposing the sinister reality behind these technologies—real-time maps that track a victim’s movements and smart home controls that regulate heating and lighting remotely to maintain control even from a distance. This creative approach serves to illuminate the complex challenges Refuge faces as technology enables new forms of abuse, underscoring how the charity’s mission has become more urgent and complicated. The campaign concludes with a powerful call to action, encouraging audiences to support Refuge through donations and to seek help or learn more about tech-enabled abuse via dedicated resources. By harnessing a narrative that subverts conventional advertising tropes, Refuge successfully raises awareness about the growing threat of technology-facilitated domestic abuse and reinforces its commitment to protecting and empowering survivors in an increasingly digital world.

Credits

Client

Refuge

Agency

BBH

Creative Team

Jennifer Ashton, Oliver Short

Creative Director

Kimberley Gill

Chief Creative Officer

Joakim Borgström

Executive Creative Director

Helen Rhodes

Strategic Planner

Lucy Moody

Business Lead

Karen Martin

Account Management

Phoebe Kennedy, Caitlin Quigley, Bella Bertolotti, Zimini Fongho

Producer

Jemima Bowers, Hannah May, Lauren Daniels

Direction

Optical Arts

Design

Optical Arts

Mastering And Titles

Electric Theatre Collective

Refuge’s campaign “Domestic Abuse is Getting Smarter” addresses the evolving nature of domestic abuse in the digital age, underscoring how technology increasingly enables abusers to monitor and control their victims. The campaign’s core proposition is that as abuse tactics become more technologically sophisticated, Refuge’s role in combating domestic abuse faces greater challenges, requiring expanded awareness and support. By revealing the dark misuse of everyday tech under the guise of convenience and innovation, Refuge emphasizes its commitment to adapting and intensifying efforts to protect survivors and disrupt these new forms of control. The campaign leverages a striking creative insight: the manipulation of technology, often viewed positively as smart and empowering, can be weaponized within abusive relationships. This duality is captured through a 40-second film that initially mimics a sleek smartphone advertisement, drawing viewers in with familiar tropes before subverting expectations by exposing invasive features reframed as tools of control. This approach connects with a broad audience by portraying the subtle, insidious ways tech can facilitate abuse— a reality that may be unfamiliar to many but urgently relevant. Targeting general public awareness rather than a narrowly defined demographic, the campaign strategically combines shock and revelation to stimulate empathy, educate on tech abuse, and mobilize support. The inclusion of direct calls to action for donations and tech abuse resources further positions Refuge as both a frontline defender and a critical resource in this evolving landscape.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign fits FORMAT#12 because it deliberately mimics the familiar style and structure of a high-end smartphone advertisement, only to subvert expectations and reveal the sinister uses of technology in domestic abuse. The narrative cues—camera lingering on the phone, elegant feature narration, and a voiceover using classic gadget-commercial language—create a parody of tech product ads. This borrowed format is crucial to the reveal, highlighting the problem through satirical imitation rather than literal or symbolic representation.

1. Women’s Aid – Market Positioning Women’s Aid positions itself as a leading national charity focusing on holistic support and prevention of domestic abuse through refuge services, outreach, and advocacy. They emphasize survivor empowerment and systemic change, with strong emphasis on community education, policy influence, and bespoke support services for women and children affected by abuse. 2. SafeLives – Market Positioning SafeLives differentiates itself by centering on data-driven approaches to domestic abuse intervention, working closely with professionals and agencies to improve risk identification and safeguarding. They focus on improving outcomes through evidence-based practices, training, and partnership development to create safer communities and more effective multi-agency responses. 3. Refuge – Market Positioning Refuge stands as an established, frontline service combining refuge accommodation with groundbreaking campaigns to increase public awareness about evolving abuse tactics, including technology-facilitated control. They emphasize integrated support—emotional, legal, and practical—with a strong advocacy role in driving legislative change. 4. National Domestic Violence Helpline (run by Refuge) – Market Positioning While operated by Refuge, the Helpline functions as a critical accessible lifeline, maintaining 24/7 confidential support for victims. It differentiates through immediate crisis response, guiding survivors through safety planning and connecting them with services nationwide, emphasizing accessibility and anonymity. 5. Solace Women’s Aid – Market Positioning Solace Women’s Aid focuses heavily on London-based comprehensive services, integrating emergency refuge with housing solutions, counselling, and community outreach. They highlight culturally sensitive approaches to meet diverse populations’ needs, targeting empowerment through tailored support for marginalized groups impacted by domestic violence.