ADDRESSING THE IMPACTS OF A PANDEMIC
NO EXCUSE FOR ABUSE
Our Watch is a national leader in the primary prevention of violence against women and their children in Australia.
They focus on all kinds of abuse, including non-physical abuse, which can be just as serious and harmful as physical or sexual abuse, but is often overlooked or excused.
Deliver a message to whom it matters most
The No Excuse for Abuse campaign aimed to raise awareness of non-physical abuse against women during the COVID-19 pandemic, which saw a dramatic increase in the reported number of cases of abuse against women.
EMX Digital Audiences
The Our Watch client wanted to put a tactical message in the market to provide resources and to support both victims and families of domestic violence whilst also highlighting various other forms of abuse, which have seen an increase as a result of the pandemic.
Using the EMX Digital Audiences product, we built five bespoke audience segments, specifically relevant to the times, to drive this message.
The campaign proved to be highly successful, driving strong ad recall and increasing engagement on the website. A post-campaign survey indicated that 21% of the audience took action after seeing the ad.
The video ran across the four major Australian networks:
Ad Recall across catch-up and connected TV
Up to 21% took action by discussing abuse with family and friends who may be affected