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Refuge Valentine's campaign

Agency: G2 United Kingdom

Client: Refuge

G2 United Kingdom, one of the UK’s leading integrated marketing agencies, has teamed up with national domestic violence charity Refuge to create a new campaign aimed at increasing awareness of domestic violence.

Refuge research shows that many women aren’t aware of the behaviours associated with domestic violence. Yet understanding these behaviours earlier could help save them from a lifetime of abuse, or even death.

The campaign, which launches today (February 10) in time for Valentine’s Day, will ask women to think about whether their partner displays controlling behaviour towards them. The campaign also encourages people to take part in an online ‘care or control’ debate.

The four creative treatments feature teddy bears where a domineering male bear is holding a love heart with a message written on it.

At first glance the bears and hearts mimic the stereotypical bears often given at Valentine’s Days as tokens of love. But when read more closely and in full the messages are in fact sinister and menacing: ‘you FALL FOR ME every time’; ‘you will BE MINE forever’; ‘ONLY YOU make me do this’; ‘I WANT YOU all to myself’.

Each of the four creatives explores a different common form of abusive behaviour – jealousy, isolation, blame and charm.

The campaign, created by G2 UK on a pro bono basis, will comprise both six- and 48-sheet posters, as well as press and digital ads. The campaign is supported by a microsite hosted at

Sandra Horley OBE, chief executive at Refuge, said, “Domestic violence is all about power and control. If one person tries to control another person, by whatever means, then it is domestic violence. Jealousy, isolation, blame and charm are techniques which are readily and frequently used by men who perpetrate domestic violence.

"Domestic violence takes lives and ruins lives. We hope that Refuge’s new ‘Care or Control?’ campaign will drive awareness and understanding of an issue which claims the lives of 12 women a week in this country.”

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