What we did
Domestic and sexual violence are under-reported crimes across the UK. The damage to individuals, families, and wider social and economic costs are extreme.
In 2014 we designed and delivered a culture-change campaign in Leicester, Leicestershire and Rutland to encourage reporting to local dedicated helplines.
Research and co-production were key; our own desk research, focus groups and interviews with local survivors (led by The Campaign Company), fed into every aspect of the multi-channel campaign.
Even the campaign title derived from research that told us that people often endure multiple instance of abuse before reporting, this was confirmed by research with local survivors. This prompted the question, which resonated with survivors, ‘How Many Times?’
The campaign was delivered over three phases, coinciding with relevant national and international dates to add impact, with regular interim messaging to keep momentum.
Why it was different
Distinctly local – the campaign was directed by research with local survivors, the volunteer poster models and the professional film actress were from Leicester, making it authentic and unique to the area.
Survivor voices – research with survivors confirmed desk research findings but added invaluable understanding to the campaign. Survivors wanted us to show life after abuse as attainable and positive, we did this in the case studies and quotes we used in the media and training packs, final bright poster designs, and the alternative film ending (where the friends seek help together). A departure from traditional approaches, survivors felt strongly this would resonant more with victims.
Wider community role – research and interviews highlighted the need for the wider community to be part of tackling abuse. We created ways to get involved in the campaign ranging from very simple ‘follow us on Twitter’ to building local knowledge up by training as a community champion. The campaign films aimed to provoke reflection; an intimate monologue by Michelle, whose friend was killed by an abusive partner, she recalls instances where she regrets not taking action sooner and changing what happened. To reach people who may not usually take notice of campaigns on these issues we devised a photo opportunity with local sports stars. If people are willing to question, spot signs and know where to get help, they can help victims get help sooner.
Who we did it for
983,000 people across Leicester, Leicestershire and Rutland.
• 245% average increase in calls to Leicester City sexual violence helpline compared to same period year before.
• 101% increase in calls to the Leicestershire and Rutland domestic abuse helplines, compared to the same period the year previous.
• 138% increase in calls from victims, and 81% increase in calls from professionals.
• Campaign reach in excess of 6.6million people.
• Over 1.3million reached via online and print news channels, and 268,700 reached via radio.
• Social media reached in excess of 116,000 people.
• Films watched over 600 times.
• Campaign assets produced in 7 languages.
• Over 30 stakeholders and survivors involved in co-production.
• 145 stakeholders involved in campaign.
The services are continuing the campaign via conversations on social media, training more community champions, and relationships with groups who were not involved previously.
Comms2point0 winner 2015 – best use of research and evaluation
“A powerful campaign that worked. Impressive to see how a thorough and in-depth suite of research was used to deliver a campaign that was effective and hard hitting, yet didn’t feel stereotyped. The results show the validity of the planning and ultimate execution.” Judge
“An ambitious, well researched and ultimately incredibly successful campaign that exceeded all expectations.” Judge