Cavendish created a distinctive, familiar, inclusive campaign, conveying senses of safety and empowerment.
Campaign Monitor,
Stonewater
Background
Home is supposed to be everyone’s safe place but can be a place of danger and fear for those affected by domestic abuse. When cases soared under the first COVID-19 lockdown, housing provider Stonewater worked fast to help more people fleeing domestic abuse find somewhere safe to stay and receive specialist support.
The prospect of further national lockdowns meant even more people needing help. We enabled Stonewater to move quickly again, delivering the ‘Safe Place’ awareness campaign to inform those responsible for supporting survivors of domestic abuse of its specialist accommodation and assistance, helping them to keep up with the surge in cases now needing referrals to these services.
Strategy
Working in close partnership, Stonewater and Cavendish recognised a series of combined factors which meant the campaign strategy needed to be highly targeted and agile to ensure effective reach: referrers are often ‘multi-agency’, therefore complex by nature; the sensitivity around the issues of domestic abuse, particularly within core groups – including the LGBTQ+ community, South Asian women, and women with complex needs – and additional layers of urgency with COVID-19 and lockdown.
Stonewater and Cavendish also recognised that the campaign profile could be boosted by drawing on wider topical domestic abuse awareness events such as national White Ribbon Day and the start of 16 Days of Action to end violence against women.
Cavendish developed a strategic campaign combining direct marketing and social media to reach referrers (primary audience) and raise awareness amongst communities (secondary) of Stonewater’s support. The campaign was amplified internally to reinforce Stonewater’s commitment to providing specialist domestic abuse support for those at risk.
Cavendish created a distinctive, familiar, inclusive campaign identity conveying a sense of safety and empowerment. The campaign ident, a combined speech bubble and home device, represented Stonewater’s core offer – A Safe Place to think, to breathe – with the speech bubble reinforcing Stonewater’s desire to open up the conversation with referrers around support for those affected.
The campaign had three core elements: factual content to help inform referrers, a suit of video content featuring Stonewater colleagues explaining the specialist services available, and survivor stories giving voices to survivors of domestic abuse supported by Stonewater, and those working to support them.
The
results.
Campaign outputs included:
- Videos featuring the Stonewater team to highlight the services available
- Survivor stories highlighting individual experiences
- Targeted emails to key referrer groups
- A support brochure for referrers
- Campaign landing page
- Suite of social assets and key social content messaging
- Internal champions video
Overall audience reach for the campaign was 232,313. The targeted email CTR was 40.34% – far exceeding the industry average of 2.6%.
Social content exceeded industry averages: the top performing posts on Facebook and LinkedIn respectively earning engagement of 2.54% – over 5x the average, and 6.27% – over 3x the average.
232,313
Total audience reach for the campaign.
40.34%
Targeted email CTR.
