Last week saw the launch of FCB Inferno’s latest work for the Home Office. The agency was briefed to develop a national campaign to reassure those suffering from domestic abuse that they are still able to leave their home and seek refuge, and that support services remain open and available during lockdown.
The #YouAreNotAlone campaign encourages members of the general public to show their solidarity and support for those who may be suffering, by sharing a photo of a heart on their palm and asking others to do the same via their social channels or displaying the campaign message in their windows. This simple but powerful act shows victims they are not alone, signposts them to the help they need and conveys to perpetrators that domestic abuse is unacceptable in any circumstances.
Since the campaign launched on Saturday 11th April, the campaign has reached over half a million people across social media with thousands of people sharing its message, including Dua Lipa, Kate Beckinsale, Lauren Laverne, and This Morning’s own resident doctor, Dr Zoe Williams. Adverts are running across social media from this week, and digital outdoor and materials will be made available to a wide range of partners including charities and supermarkets. This is one part of the government’s response to the issue, which also includes a pledge of £2million of funding to immediately bolster domestic abuse helplines and online support and a £750 million package of support for charities, including those who provide support for domestic abuse victims, to ensure they can continue their vital work during the coronavirus outbreak.
Campaign activity has been supported by key partners including Refuge, Women’s Aid, Safelives, Mankind as well as the domestic abuse commissioner. Speaking at the government’s daily Coronavirus press conference, home secretary Priti Patel said: “To help us all look out for those who need help, we have created a new campaign and we have created symbol of hope so that people can easily show that we will not tolerate abuse as a society, and that we stand in solidarity with victims of domestic abuse.”
Sharon Jiggins, EVP at FCB Inferno, says: “This campaign needs to reach every person who may be experiencing domestic abuse to make them aware of the confidential support and help available. We hope that, with the incredible support of the public, we will reach the tens of thousands of people in need, sending them the message - you are not alone.”