VAWG Charity Solace's 'EMPTY' Campaign Brings Attention to the Hidden Housing Crisis

Wavemaker has partnered with leading UK specialist Violence Against Women and Girls (VAWG) charity, Solace, to develop its latest fundraising campaign, 'EMPTY'. The campaign aims to shed light on the additional crisis women and children face when they flee an abusive relationship; the lack of suitable and safe housing. 

Research finds that 45% of perpetrators get to keep the shared home, while 30% of women are turned away from safe housing six or more times when fleeing abuse. When they do secure safe housing, the homes that women are being forced to live in are empty with no furniture or facilities. Most don't know when they'll be able to eat a proper meal or sleep in a proper bed. As a result, many survivors face the choice of returning to their abuser or, if children are involved, facing accusations of neglect from social services.

To raise awareness of this issue, the 'EMPTY' campaign will be supported by a series of images featuring women and children photographed in empty flats, with the message, “It’s not a home when it’s empty”. Alongside the creative, Solace aims to encourage donations through an extended public appeal to support the increase in demand it faces from lack of government funding. The funds raised will be used to help victims of domestic abuse rebuild their lives and create a home. 

As part of the annual Wavemaker Unites Charity Day, Solace turned to the leading media agency for support in reaching a wider audience with their message. Wavemaker identified the opportunity to display the campaign to a large audience of female professionals, as well as those who are socially conscious, by partnering with premium publisher, Hearst. Featured across titles such as Cosmopolitan, Prima, and Women’s Health, it will bring awareness to the hidden housing crisis and encourage donations by driving them to the charity’s landing page. In support of the campaign, Hearst doubled the initial investment to help the charity gain maximum reach and traction to the website.

Jane Jutsum, director of business development, Solace said: “This campaign is the result of a year long partnership between Wavemaker and Solace. We were delighted to be picked by them for their virtual volunteering day last October and are proud to be launching this campaign which focuses on the issues women encounter fleeing domestic abuse in the winter.”

Robert Jane, chief talent officer, Wavemaker added: “Solace provides invaluable support to individuals and families facing and fleeing violence at home. At Wavemaker we are honoured and very proud to have formed a long term partnership with the Solace team. The chatbot built out earlier this year - also a result of Wavemaker Unites Day - followed now by this campaign, we hope provides help to those that need it most. Moreover, that it brings home to everyone the real horrors for those suffering at the hands of domestic violence and why the work Solace does is so important in the communities we all live in.”