Lucy Howard
Account Planner at RKCR/Y&R
London, United Kingdom
TitleTeen Violence / Girl
Agency
Campaign Teen Violence - The Home Office
Advertiser The Home Office
Brand Home Office
Date of First Broadcast/Publication
Tagline If you could see yourself would you see abuse?
Story As part of the Home Office's new initiative to tackle Violence Against Women and Girls, the campaign aims to empower teenagers to recognise the signs of abuse, stimulate discussion of the issue and seek help and advice.
Philosophy The campaign addresses uses these insights to confront teenagers with the truth about abusive behaviour and empower them to doing something about it. Two separate versions of each execution have been produced, to ensure that the campaign speaks to both boys and girls in a non-accusatory or judgemental way.
Problem In the UK, 1 in 4 women will be a victim of domestic abuse over the course of her life*. Shockingly, research showed that teenagers have a significant tolerance towards this form of abuse; with 43% of young people believing that it’s acceptable for a boyfriend to be aggressive under certain circumstances**. Attitudes adopted now will shape the futures of these young people. What’s more, putting up with abuse as a teenager makes you disproportionately likely to become an adult victim.
Media Type Television
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