Health and Behaviour Change

Client

Leeds City Council

Project

Get Comfortable Talking About It

Getting Leeds talking about domestic violence through ambient media and guerilla marketing.

‘Get Comfortable Talking About It’ is a campaign concept we delivered to encourage people to think, talk and ask questions about domestic violence and abuse.

Leeds wants to be a city that’s comfortable talking about domestic violence and abuse, and where people get the help they need if they are affected by it. Using creative insight sessions across different communities we developed the idea of ambient orange cushions; these became an unmissable talking point across the city.

We needed to increase awareness of local support available to people, and better understand some of the challenges and key issues people face.

The campaign uses a fresh approach and tone to previous domestic violence and abuse campaigns. Rather than focusing on people who are being abused or who are abusers, we want to engage with the whole city to create an environment where anyone feels comfortable talking about domestic violence and abuse.

By introducing a striking colour in juxtaposition with our comfortable cushions, we invited the whole city to get talking.

RESULTS:

  • FEEDBACK FEATURED IN THE PRESS AND REGIONAL TV NEWS
  • POLICING CHANGES MADE DUE TO CAMPAIGN ACTIVITY
  • 1000s OF CONVERSATIONS ABOUT DOMESTIC ABUSE ACROSS THE CITY - ENCOURAGED BY A NETWORK MARKETING APPROACH
  • 400+ TWEETS AND MENTIONS ON SOCIAL MEDIA
  • ORANGE SOFAS CAPTURE THE ATTENTION OF 50,000 PASSERS BY THROUGHOUT LEEDS' STREETS ON CAMPAIGN DAYS
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