Department of Justice

Domestic abuse isn’t always physical, but with new legislation it is now always a crime.
The challenge is that non-physical domestic abuse can be a hidden problem that knows no boundaries and can affect all sections of the community. It is not gender specific, as some appear to think, nor limited by age or sexuality.
The campaign needed to make people aware of the new domestic abuse offence, and heighten the overall awareness of domestic violence and abuse – showing the audience that it is often a hidden problem that knows no boundaries and can affect all sections of the community.
Our creative approach was to show that abuse is often hidden in plain sight – from the public, the victim and sometimes and even the perpetrator. But even when hidden, it’s still abuse.
There are a lot of messages in the campaign – and to communicate them effectively we positioned different messages in a relevant and meaningful way at the moments in people’s lives that align to circumstances associated with higher risk of domestic abuse.
To do this the campaign uses multiple touchpoints including: TV, Online Video, Digital, Social, OOH, Radio and Media Partnerships.