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Fighting domestic abuse with Hestia and Wunderman Thompson - #BehindTheIdea

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Wunderman Thompson has an impressive track record in helping charities in the fight against domestic abuse, and the campaign below is an excellent proof of that.

Born out of a partnership between the agency and domestic abuse charity HestiaTeam Women enlisted the help of up and coming female artists to raise awareness of domestic abuse, with ten artists donating their colourful works to the cause.

Today we are getting Behind the Idea to learn more about the wonderful campaign below, and why the issue of domestic abuse is today more relevant than ever.

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What was the brief?

We were asked to create a fundraising campaign to encourage donations for Hestia who provide support for women facing domestic abuse on (and in the run up to) International Women’s Day.

How did the initial pitch/brainstorming phase go?

We’ve previously created internal fundraising campaigns for Hestia, but after such a tough year we wanted to make a bigger impact for them and reach people beyond the agency walls. We came up with a few ideas, but Team Women felt perfect. 

These days we spend the majority of our working day on Microsoft Teams. So on International Women’s Day, we wanted to hijack this platform to show our support women facing domestic abuse. With the help of upcoming female artists, we aimed to create a suite of special video-conferencing backgrounds each celebrating women’s strength and free to all that donate. 

We pitched it and they loved it, so we got cracking. 

Tell us more about the concept. How did it come to life, and why was it the right choice?

After the client gave us the green light, we went full steam ahead contacting a wide range of upcoming female artists to donate artwork. We were overwhelmed with the response. It’s so heart-warming to see women come together so eagerly to support each other – that’s International Women’s Day done well.

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Image credit: Emilie Muggleton

What was the production process like? What was the biggest challenge?

The production process was so slick. We had a great team of people all super passionate about the campaign. The only real challenge was choosing between all the amazing art supplied. 

What is one funny or notable thing that happened during the production of the campaign?

We had an almost all-female team, which was even more fitting for an International Women’s Day campaign. 

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Image credit: Sabrina Gevaerd

What’s the main message of the campaign and why does it matter?

We’re behind every woman facing domestic abuse. 

We wanted to show the world that we’re behind this great cause by putting the cause behind us in every meeting, catch up and presentations. Victims of domestic abuse can often feel unseen. But this campaign was about celebrating their strength and raising vital funds to help them get through these difficult times and thrive. 

What is one unique aspect of the campaign?

COVID-19 has completely changed our professional lives, now we spend the majority of our working day broadcasting ourselves across the internet. Hijacking this platform to raise money and awareness for such an important cause was a very unique opportunity. One that we fully seized on a minimal budget using the skills and expertise of our in-house team. 

How long did it take from inception to delivery?

It was a super quick and seamless turn around, just a month of everybody donating their time here and there and we were ready to roll. 

What do you hope it achieves for the brand?

We already smashed our fundraising target, raising a grand total of £8,700 in just two weeks. But it was great to help Hestia spread the word and raise awareness of the cause and their efforts. We hope to create even more awareness for them in the future. 

Credit list for the campaign?

PRODUCTION CREDITS
Creative Team: Brittony Collins & Fluff Higgins 
Designers: Samuel Powell & Stacey Hurst  
Content management: Marina Hidalgo 


Header image: Laura Sheldon - Sunrise
 

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