Digital Campaign of the Week: Refuge

Valentine's Day teddies highlight the subtle side of domestic abuse in the charity's Care or Control? campaign

Refuge Valentine's Day campaign
Refuge Valentine's Day campaign

What is it?

An interactive Valentine's Day campaign that aims to get women thinking about the early signs of domestic abuse. Women choose whether a man's behaviour might be "caring" or "controlling", and are offered more examples and information depending on their response. They are also given the option to forward the campaign to friends.

The online adverts are part of a wider campaign that includes posters and press advertising.

Why interactive?

To encourage women to think about the early signs of domestic abuse. According to Refuge, research shows that many women are not aware of the ways in which abusive men control their partners, and that if they understood the signs earlier it could prevent abuse.

Who created it?

Advertising agency G2 UK created the campaign on a pro bono basis.

Where are the adverts running?

On a campaign microsite on the charity's website.

Third Sector's verdict

A clever advert for Valentine's Day that explains a complicated message in clear terms.


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