UM is launching a hard-hitting anti-domestic abuse campaign for charity REFUGE in collaboration with celebrity model Danielle Lloyd.
UM and OOH specialist, IPM, have successfully negotiated more than £500,000 worth of free media space for the domestic violence charity’s latest campaign.
This will include: 1,000 national rail and roadside 6 sheets with JC Decaux, Primesight & Titan; national newspaper space through the Times, Daily Telegraph and Metro; women’s magazine space through Company; and exposure on women’s websites including Hello.com!
The model will host her own TV special on the BBC on March 3rd called Dangerous Love in which she will discuss the early warning signs of domestic abuse and her own dramatic personal experience. The climax of the episode will see Lloyd posting a REFUGE poster near Old Street with hard-hitting messaging about the dangers of domestic violence.
The new campaign follows Refuge’s very successful advertising campaign in Q3/Q4 of 2008 which launched alongside a new piece of research into young women’s knowledge of the early warning signs of domestic violence – Early Warning Signs.
On the day the original campaign was launched visits to the site increased by 700 per cent from a daily average of 400, to 2,823. Refuge hope the new campaign and Lloyd’s involvement will have an even more dramatic impact.
Sandra Horley, CEO of Refuge, said: “It’s no exaggeration to say that Refuge’s Early Warning Signs campaign has saved lives. The advertising has given thousands of women the courage and confidence to seek help.
"Without the support of UM, IPM and all those who donate their media space, there is no way that we could run these life-saving campaigns. The chance for media to have such a prominent role in the BBC documentary was down to the hard work & determination of UM and IPM. The wonderful poster site they found for us in the heart of London surpassed all our expectations. It will have an amazing visual impact that will reach a potential audience of millions. We can’t thank Universal McCann and IPM enough for their help on this project and for their ongoing support – there are thousands of women we could never reach without them.”
Alice Pott, Planning Manager at media agency UM, added, “UM were delighted to help in getting this incredibly important message out there. We’re also very grateful to the media owners who recognised the campaign’s importance and offered free space – JC Decaux, Primesight, Titan, Metro, Hello!, the Daily Telegraph,the Guardian, and others. The feedback from the women who have already seen the campaign has highlighted how effective this has been in preventing future tragedies and we hope the new campaign will have the same positive impact.”
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