Home Office/COI - Walking on egg shells

This campaign for the Home Office encouraged women in abusive relationships to telephone the government's new helpline.
Agency: RKCR/Y&R/Mediaedge:ciaAuthors: Megan Thompson and Jenny Boyden

Home Office/COI – Walking on egg shells

Megan Thompson and Jenny Boyden

Women's stories of abuse are very personal, and the domestic detail which surrounds domestic violence clouds women's ability to see their own experience as such. This campaign encouraged women to self-diagnose their abuse as 'domestic violence' and seek support earlier in their abusive cycle.


Much of the public service advertising that deals with shocking issues such as domestic violence relies on shock tactics to make its point (and win awards). We believe that to...

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