Campaign Details
Brand: Interval HouseAgency: UnionCountry: Canada
Why is This Work Relevant for Creative Strategy?
At the core of this idea is a strategic insight: That it is extremely difficult to reach women in abusive relationships, because if their abusers find out they are trying to leave, their lives are in danger. Everything about this campaign was built around that one life-or-death insight.
Background
During the pandemic, domestic violence has increased by 30%. Women are effectively trapped in their homes with their abusers, and the isolation makes it even harder for them to reach out....