Refuge
Surfaces
Business challenge
During the COVID-19 lockdown in March 2020, calls and contacts to Refuge’s National Domestic Abuse Helpline have rocketed by 66 per cent, with visits to its website rising ten-fold.
Marketing challenge
Draw attention to the shocking rise in violence against women during lockdown.
The work
We partnered with the charity to create a short film starring Lex Shrapnel and award-winning actor Maxine Peake. The 10-minute story was written by our Group Executive Creative Director, Jon Elsom, and directed by Steve Reeves. It features characters Alix and Richard, a married couple whose whirlwind romance quickly descended into physical and mental abuse. Surfaces sends a clear message of hope to survivors. Whether they have already fled their perpetrator, or are still living in constant fear, it tells them that there is a life after abuse, and that support is available – and that they are not alone.
Impact
70% increase
in calls to the helpline during the campaign period
UK government
adopted the film for educational purposes
11.1 million
total impressions