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Category
Integrated Campaign
Annual ID
OS_HW19081M
About the Work
Refuge is a UK charity that supports women and children experiencing domestic abuse, providing safe houses for survivors. On average, two women are murdered in the UK every week by violent partners. Domestic abuse increases 33% over the festive holidays. Our Christmas 2018 campaign aimed to reverse this statistic by literally 'turning' on abusers and directing women to the charity. We crafted a series of original poems. When read one way, they present loving relationships. When read in reverse, they reveal the hidden horrors of abuse. The fully integrated campaign comprised tactical press (Christmas magazines); subway posters on London's busiest Christmas shopping routes; festive TV and Cinema slots; tactical Radio on Christmas Eve; interactive mobile and online ads; and alternative Christmas cards. Each execution directed women to Refuge with the CTA: 'If your partner turns on you, turn to us.'
2019 Awards
Total Points: 2
Merit
Credits
Agency
McCann Bristol / Bristol
Design Firm
Pinched Post / Leamington Spa
Production Company
Another Film Company / London
Art Director
Ken Sara
Chief Creative Officer
Vince McSweeney
Designer
Mark Leverton
George Aytoun
Director
Steve Reeves
Freelancer
Amanda Lowit / London
Group Creative Director
Jon Elsom
Producer
Tim Marshall
Amanda Lowit
Writer
Zane Radcliffe
Account Team
Alec Woolfson
Amelia Hendry
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