Agency: Rainey Kelly Campbell Roalfe Y&R
Client: Home Office
The Home Office has launched a shocking new advertising campaign that aims to challenge teenagers’ attitudes towards violence and abuse in relationships.
The TV ads that carry the strapline ‘If you could see yourself would you see abuse?”, target 13 to 18 year-olds challenging them to stop abusive behaviour and seek help, as well as highlight the signs and consequences of abuse.
Created by Rainey Kelly Campbell Roalfe Y&R, other activity will include radio and print, as well as a dedicated website detailing sources of help. There will also be posters, leaflets for healthcare professionals and educational packs for schools.
The campaign is the first part of a long-term communications campaign announced in the Together We Can End Violence Against Women and Girls strategy launched in November 2009. It is part of the strategy’s wider work which aims to prevent violence occurring and challenge attitudes that this kind of abuse is acceptable.
Alan Johnson , Home Secretary, said: “We hope this campaign will help teenagers to recognise the signs of abuse and equip them with the knowledge and confidence to seek help, as well as understanding the consequences of being abusive or controlling in a relationship. Changing attitudes will take time but it is essential if we are going to stop violence against women and girls.”
Shane Meadows, director of the campaign, said: “Teen violence is a subject that is close to my heart as I grew up in a place where violence and bullying were an integral part of life and accepted as the norm.
“My job as director was to make sure that these adverts are compelling, real and utterly authentic. They give you the chance to look back at yourself and your actions, and have a moment when you can step out of the immediacy and complexity of the moment. They show you that there is another choice.”