ABOUT

#BreakTheSilence
I WAS CHALLENGED BY NO MORE AND HESTIA TO CONTINUE THE MOMENTUM FROM THEIR PHENOMENAL AMERICAN CAMPAIGN TO GET THE UK TALKING ABOUT DOMESTIC VIOLENCE.
In order to create real cut-through, I had to craft an integrated campaign that I knew would be shared and would gain publicity. Strategically, the solution was clear. Due to our adherence to celebrity culture, it made sense to use personalities from all walks of life as campaign representatives. However, it was crucial that the messaging resonated with our target audience of urban adults.
Appreciating that there is no one face of domestic violence, there is however a number of ‘excuses’ that people offer either for themselves or for those they know, I made the challenge two-fold; to say NO MORE and to Break The Silence.
#BreakTheSilence engaged the UK with a series of films from our celebrities that encouraged victims to come forward and tell those abusers that we’ve all had enough and that it stops here and now.
The integrated campaign came to life across the country through OOH, radio, TV, print, digital & social.