Women’s Aid Campaign: Domestic Abuse as a National Emergency | Clapboard

The Ignored Emergency

Description

In November 2024, Women’s Aid, in collaboration with creative agency House 337, launched the impactful campaign 'The Ignored Emergency' across the United Kingdom to shine a critical spotlight on the pervasive and deadly issue of domestic abuse. This film-led initiative poignantly reimagines the familiar style of traditional safety films and public service announcements to engage audiences with a sense of comfort and recognition before revealing the harsh reality that domestic abuse is an urgent public emergency often overlooked. Central to the campaign are two emotionally powerful films, Fire Safety and Car Safety, directed by award-winning filmmaker Emma Branderhorst, which begin with conventional emergency scenarios before unfolding into narratives of domestic violence. This creative choice underscores the hidden and constant nature of domestic abuse threats, compelling the public to rethink its severity. The films also educate viewers on essential safety measures, such as the "silent solution," a discreet way for victims to seek police assistance by dialing 999 and pressing 55 without speaking. Sarah Hill, Chair of Women’s Aid, highlights the significant financial barriers women face when escaping abusive relationships—costs that can exceed £50,000—and stresses the urgent need for an estimated £516 million to ensure access to specialized services for all affected women and children. Launching on November 12, the campaign employs a multi-channel strategy encompassing online platforms, social media, radio, press, digital out-of-home advertising via key partners Clear Channel and Ocean Outdoor, and influencer collaborations. Campaign messages appear prominently in major cities including London, Birmingham, Nottingham, Glasgow, Dundee, Southampton, and Manchester, calling on individuals and communities to actively support Women’s Aid through donations. Lucy Freedman, Chief Growth Officer at House 337, emphasizes that without public contributions, Women’s Aid cannot maintain its vital emergency response role. This powerful campaign challenges society to recognize domestic abuse as a national emergency requiring urgent attention and action to save lives.

Credits

Client

Women's Aid

Agency

House 337

Head Of Media

Teresa Parker

Account Management

Katrina Kelly, Abbie Carr, Sophie Ward, Kat Thompson, Marianne Roberts, Siena Singh, Emma Baxter, Lulu Pearson, Phoebe Wightwick, Amy Brill, Doug McPherson, Kitt Smith, Hannah Black

Chief Growth Officer

Lucy Freedman

Chief Creative Officer

Josh Green

Creative Director

Chris Ringsell, Louise Canham, Holly Fallows, Charlotte Watmough, Indi Morland, Caitlin Chakraborty

Art Director

Marina Supernova

Strategic Planner

Roz Hurst, Kathryn Loosley, Abbey Gaunt

Producer

Laura Melville, Anna Hashmi, Tess Mitchell, Anastasia Liasi, Lola Cookman, Ciara Roche, Ollie Ireland

Crew

Chelsea Chapman, Michelle Sotheren, Will Buckley, Emma Dunsire, Felicity Gray, Miles Watson

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Refuge – Market Positioning Refuge positions itself as the UK’s leading specialist domestic abuse charity providing emergency accommodation, advocacy, and support services. Their strategic focus is on holistic survivor care, combining refuge housing with outreach and community-based programs, emphasizing safety and empowerment. Refuge also prioritizes policy advocacy to influence government action on domestic abuse, leveraging their frontline experience to drive systemic change.

National Domestic Abuse Helpline (run by Refuge) – Market Positioning Operating as a critical 24/7 support service, the Helpline differentiates through immediate crisis intervention and confidential guidance. It strategically blends professional counseling with practical advice, serving as the first contact point for many survivors. The Helpline’s accessibility and responsiveness reinforce its role as an essential lifeline in the domestic abuse support ecosystem.

Rights of Women – Market Positioning Rights of Women focuses on legal empowerment for survivors of domestic abuse, providing specialist advice, advocacy, and training on legal rights. Their market differentiation is rooted in offering expert guidance on family law, immigration, and criminal justice, helping survivors navigate complex legal frameworks and access protection, thus supporting long-term safety and autonomy.

Survivors UK – Market Positioning Survivors UK uniquely serves male victims of domestic and sexual abuse, addressing a less visible demographic often overlooked in mainstream campaigns. Their approach combines tailored counseling, peer support, and awareness initiatives to destigmatize male victimhood, positioning themselves as the primary resource for men seeking help in a traditionally female-focused sector.

SafeLives – Market Positioning SafeLives distinguishes itself through a data-driven, research-led approach aimed at improving domestic abuse responses across services and sectors. They specialize in training professionals and developing risk assessment tools, working to enhance multi-agency collaboration and systemic effectiveness. Their strategic angle is to transform institutional responses to create safer outcomes for survivors at scale.