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ADVERTISING CAMPAIGNS

Women's Aid 'Real Man' advert

Agency: Grey London

Client: Women's Aid

Women’s Aid and Grey London have launched a national domestic violence awareness campaign, which encourages men to become part of the solution to ending violence against women and children.

The national campaign will launch on June 10 across print, digital, PR and in-store. Titled ‘Real Man’, the campaign aims to highlight the active role that men have in helping to stop domestic abuse and asks all ‘real men’ to support Women’s Aid to do just that.

The campaign uses images of well-known men from the world of sports, entertainment and business wearing ‘Real Man’ t-shirts designed by Henry Holland and posing with props to challenge the stereotype of what a ‘Real Man’ is – with the message that Real Men are not violent or abusive towards women.

Celebrities supporting the campaign include Duncan Bannatyne OBE, Will Young, Max Rushden, Ricky Whittle, Gethin Jones, Tom Aikens, Huey Morgan, Danny Care, Ugo Monye, Neil Fox and John Nettles.

Chris Hirst, CEO at Grey London, said: “The support behind our last, hugely successful, campaign featuring Keira Knightley was staggering, particularly from men. This time we wanted to create a campaign that targets the large number of men who feel very strongly about the issue. To make them a vocal pressure group that lets perpetrators of domestic violence know that violence and intimidation towards women it is no longer tolerated in society.”

The campaign, which is set to run throughout 2010, is being launched to coincide with the beginning of the World Cup. Research has shown that big sporting events such as the World Cup can result in increased rates of domestic violence. According to a Home Office study reports of domestic abuse increase by nearly a third (30%) on England match days during the 2006 FIFA World Cup.

Nicola Harwin CBE, Chief Executive of Women's Aid said: "We are delighted to be able to launch our 'Real Man' campaign that sends out the clear message that a 'Real Man' would never be abusive or violent towards a partner. Women’s Aid wants to engage with men, the majority of whom are not perpetrators of violence against women, to support our work to end violence against women and children and to actively refuse to tolerate any form of this crime. We are so grateful to the men involved in this campaign for donating their time and energy to our campaign. We know that during big sporting events such as the World Cup there can be a rise in incidents of domestic violence, so now is a very relevant time to raise awareness. We hope that this campaign will reach out to both men and women to send out the clear message that domestic violence is never acceptable."

The ‘Real Man’ campaign t-shirts will be exclusively available from Debenhams, throughout June, for £10.

AJR
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