What is it?
Refuge has unveiled a new interactive video campaign, called Support a Friend, which features a hand painted-effect animation designed to help people recognise the signs of domestic violence and learn more about how they can support friends or loved ones who might be experiencing it.
Using four scenarios, the video asks viewers what they would do in each of them to support a friend suffering from domestic violence. The animation unfolds in different ways according to the responses given.
Where can you find it?
The campaign video is available on the campaign website, YouTube and the Refuge Facebook channel. It was launched at 2pm on Wednesday using the social media tool Thunderclap, which allows a single message to be mass-shared on Twitter. The video was launched at the time of day when the Refuge website receives the most visits.
The call to action is to also visit the campaign website, which includes information about the signs and causes of domestic violence.
Watch the video:
How did the charity promote it?
In the lead-up to the launch, Refuge asked visitors to the campaign website to sign up to a Thunderclap, which automatically sent the tweet "#1in4women experience domestic violence. Would you know how to #supportafriend? Find out now" at the time of launch. The tweet called on women to watch the animated video and learn more about domestic violence.
What does the charity say?
Lisa King, director of communciations and fundraising at Refuge, says: "In addition to communicating key messages in an engaging way by using emotive visuals and evocative music and sound effects, we hope the uniqueness of the video itself will compel people to share it through social channels."
What’s the bigger picture?
Support a Friend is the latest phase of the charity’s 1in4women campaign, launched by the charity with the make-up brand Avon last year. It is designed to drive home the statistic that one woman in every four will experience domestic violence at some point in her lifetime. The 1in4 Facebook app was launched last year on Refuge's Facebook page and also plays a part in the Support a Friend campaign. Using the one-in-four statistic, the app works out how many of a user's female friends are likely to experience domestic violence.
Who’s behind the campaign?
The video has been designed by the French artist, musician and animated film director Fursy Teyssier and the digital agency Code Computerlove.
Third Sector verdict:
Refuge is the second charity this week to use Thunderclap: the Royal British Legion used the tool to remind people to take part in the two-minute silence on Remembrance Sunday. It is powerful because it allows thousands of people to take over Twitter temporarily with a single tweet. The video is engaging because it requires the viewer to make choices while watching and it encourages interaction.