Women's Aid - "Love is Not... 2"

Engine UK

Engine UK London, United Kingdom

1725

This ad is part of the ACT Responsible Collection

Brand: Women's Aid
Country: United Kingdom

Advertiser: Women's Aid

Title	Love is Not... 2
Agency	Engine UK
Campaign	Love is Not...
Advertiser	Women's Aid
Brand	Women's Aid
Date of First Broadcast/Publication	2022 / 2
Business Sector	Charities, Foundations, Volunteers
Philosophy	Engine Creative has devised a pro bono DOOH and Social campaign for client, Women’s Aid, which will run nationwide on Valentine’s Day. The brief was to disrupt people’s expectations of Valentine’s Day – a time when relationships are front of mind – and teach them about the signs of unhealthy relationships and coercive control.The idea was, instead of telling people what ‘Love Is...’, the out of home eye-catching executions illustrate what ‘Love is Not...’ While a successful Women’s Aid campaign made it illegal in December 2015, records of coercive control offences have been steadily rising. Police recorded 24,856 coercive control offences in England and Wales in the year ending March 2020, a huge rise of more than 50% from the 16,679 recorded the previous year. The pandemic has only exacerbated the problem. Within the first two weeks of lockdown alone, there was a 41% increase in users visiting the Women’s Aid Live Chat site to seek help on the issue. Research by Women’s Aid and Cosmopolitan in 2019 found that over a third of teenage girls had been in abusive relationships and more shocking still, when the remaining two thirds were asked about their relationships, 64% had been in abusive relationships without even realising it. The work is born from the agency's ‘Truth and Friction’ creative philosophy, which pits the ‘truth’ against ‘friction’ to tell a story. The truth in this campaign, being that many people mistake controlling behaviours in their relationships for love; with the friction element built around subverting the norms of traditional Valentine’s Day imagery. In this way, the work plays on the traditional iconography of love and relationships; encouraging audiences to question what healthy relationship behaviours are.
Media Type	Digital Billboard/Poster
Creative Director	Christopher Ringsell
Creative Team	Charlotte Watmough
Creative Team	Holly Fallows
Strategist	Katherine Morris
Strategist	Kathryn Loosley
Account Management	Marianne Roberts
Account Management	Katherine Thompson
Project Manager	Penny McNally
Designer	Tony Cianci
Designer	Joe Chakravorty
Designer	Maya Summers
Marketing Assistant	Sophie Hoyng
Brand Manager	Melissa Satterly
Joint Managing Director	Charlie Donaldson
Licensing Co-ordinator	Emily Morgan
Media Agency	Ocean Outdoor