ABOUT

Domestic abuse occurs right across our society and it has devastating consequences for the victims and their families. To mark the launch of their Policy On Domestic Abuse, Danske Bank wanted an internal campaign to raise awareness of the issues in order to protect their staff, 80% of whom now work from home. We used the haunting imagery of human shells to describe the problem and to convey the sense of long term imprisonment and inertness suffered by victims in order to engage, educate and compel. Domestic abuse has recently been redefined in law as 'continuous, coercive, controlling behaviour', the act of which prevents victims from living their own lives. We used the haunting imagery of human shells to describe the problem, conveying a sense of long term imprisonment and inertness suffered by victims in order to engage, educate and compel.

We set out to create awareness of the problems domestic abuse causes. Start conversations and effect behavioural change. So that those under threat feel they have a dependable and sympathetic fallback within a workspace equipped to offer support and assistance. The campaign was received throughout Danske Bank NI including a dedicated intranet site (which included an escape button for victims working from home), video, social channels, email communications and various staff touch points.

This is the start of a new ongoing initiative which launched on March 30th and will continue until April 2022.