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Solace Women’s Aid Pleas #MakeItStop in Stack's Festive Campaign

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A well-known Christmas jingle dramatises the long-term effects of domestic abuse in new campaign created by MSQ's Stack

Solace Women’s Aid Pleas #MakeItStop in Stack's Festive Campaign

Solace Women’s Aid, the London-based charity that supports women and children who have experienced domestic abuse and sexual violence, is dramatizing the long-term effects that domestic abuse victims suffer in a new Christmas campaign created by Stack.

The campaign, which launches 25th November, plays out a well-known Christmas song on a loop, which become ever more infuriating as the ad goes on. But, whilst we’re eventually able to turn off the incessant Christmas jingles, there’s no off switch for abuse survivors – not without proper help.

That’s where Solace Women’s Aid comes in. Their vital therapeutic services help women and children who are reliving domestic abuse and sexual violence gain control over their experiences. The campaign calls for donations to help pay for these services, so that the charity can do more to #MakeItStop.

Stack, part of MSQ, was responsible for developing the #MakeItStop campaign, creating a 60 second film, social cut down edits, static posts and radio activity. The film was produced by Kirsty Malcolm and edited by Priit Palumaa. The audio editor was Alex Gregson, whilst PR support has been provided by the PHA Group.

The #MakeItStop campaign comes at a time when Solace’s services are in demand more than ever. Since the pandemic there has been a 100% increase in the number of survivors accessing the charity’s counselling, with a significant increase in high risk cases.

However, during the height of lockdown, Solace were only able to answer 34% of calls, due to limited resource.

Jane Jutsum, director of business development at Solace Women’s Aid,says: “Solace is proud to work on this powerful and important campaign – especially during a year where Covid-19 is further increasing the risk and harm women and children face when they are trying to flee domestic abuse and violence. Solace knows that for many women and their children, home is not a safe place - lockdown doesn’t end.

As a frontline organisation, Solace is seeing an increase in the number of women seeking help. Women are coming forward with complex needs including trauma and mental health needs – it is through our Christmas fundraising campaign that we are looking to fund our vital services and respond to their needs.”

Lucas Peon, chief creative officer at MSQ,says: “We wanted to get everyone to feel what victims go through after they've left an abusive partner. The repetition of the music and images in our story doesn't even come close to the feeling of reliving horrific memories over and over on a loop. Nothing could. But it at least opens an emotional door to understanding the issue and the need to help pay for their therapeutic services. Being effective at opening that door, is what we set out to do.”

Earlier this year, Solace Women’s Aid released a campaign in partnership with Twitter, using the social media platform’s ‘Hidden Replies’ feature. The campaign, also created by Stack, showed the horrifying secret story of a seemingly happy couple, played out through text messages.

Solace - #MakeItStop
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Advertiser: Solace


Creative Agency: Stack

Producer: Kirsty Malcolm

Editor: Priit Palumaa

Audio Editor: Alex Gregson

Categories: Corporate, Social and PSAs, Charity

MSQ Partners, Wed, 25 Nov 2020 09:20:19 GMT