This paper tells the story of how Refuge, with no media budget, made the National Domestic Abuse Helpline famous on International Women’s Day.

We had one urgent objective to deliver on: getting as many women as possible to know a life-saving 11-digit number.

Using a fame driving creative and media approach, we created a Twitter-first idea, a Piccadilly Lights takeover and 10 second TV idents, which made the Helpline number unmissable for 24 hours.

The campaign generated over 50 million Twitter impressions by inventing a new media space for the brand, it reached 1.7 million women on TV and saw a 37% increase in calls to the Helpline, creating a campaign that not only cut through but will in the long run, help to save women’s lives.

Commended category: Marketing For Good
Members, please ensure you are logged into the website to download the PDF case study below.