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The Home Office: Enough
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The Home Office has launched an ambitious multi-year national communications campaign which says 'Enough' to violence against women and girls. Delivering on a key commitment of the Tackling Violence Against Women and Girls (VAWG) Strategy, the first phase of the campaign focuses on perpetrators and tackling abuse. The campaign includes television adverts, billboards, social media and radio advertising and will highlight different forms of violence against women and girls and the simple acts that anyone can take to challenge perpetrators of abuse. Forms of violence against women and girls represented include street harassment, coercive control, unwanted touching, workplace harassment, revenge-porn and cyber-flashing. The campaign was informed by the unprecedented 180,000 responses to the Call for Evidence last year and has been developed with an advisory group comprising over 30 voluntary sector organisations, survivors and academics who have given their expert insight. The latest findings in behavioural science have also been used, including the role of peers and wider society in influencing people’s actions, and the importance of providing simple, clear options to overcome the barriers people can have to challenging abuse. Alongside advertising, a new website provides more information on the steps people can take to safely challenge violence against women and girls, guidance for victims of these crimes and advice for perpetrators who recognise their behaviour needs to change. The television advert (TVC), directed by Sweetshop’s Marit Weerheijm, conveys a sense of solidarity by showing vignettes of a diverse group of people intervening in acts of Violence Against Women and Girls through ‘real’ UGC/CCTV-style footage and observational camera footage.
Chief Marketing Officer: Sharon Jiggins Related |
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