Domestic abuse has increased dramatically during the pandemic. The impact of lockdowns, isolation and social distancing have created environments for domestic abuse to thrive – with many victims hidden behind face masks required by Covid-19 guidelines.
The Hidden Pandemic
Vodafone Ireland Foundation & Women’s Aid raise awareness of the domestic abuse pandemic with a powerful campaign
Client
- Vodafone
Office
- Dublin
Challenge
Inspiration
Our campaign would spotlight the impact on the number of women who have experienced domestic abuse daily in Ireland. Many are largely unaware of its scale, as it often goes unnoticed. Signs of coercive control could be right in front of us and we might not realise it – especially when the emotional and physical toll is hidden behind a mask. This situation calls for everyone to be vigilant and to recognize the urgent signs for help.
Idea
Using an image of a face mask, we morphed it with a hand to show how abused victims have been silenced this year – a powerful visual that allows readers to comprehend the impact of the pandemic.
Growth
This compelling print and digital campaign has made a significant impact on the people of Ireland and is keeping more victims safe.
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Press
Folk Wunderman Thompson Create Powerful Campaign Highlighting Domestic Abuse
Adworld.ie
Marketing Matters: Vodafone teams with Women’s Aid for domestic abuse advertExtra.ie
Ad campaign reveals rise in domestic abuse during pandemicBusiness Post
Folk & Vodafone Ireland highlight domestic abuse pandemicIAPI
Vodafone Ireland launch domestic abuse awareness campaign in partnership with Women’s Aidbuzz.ie
Vodafone ads home in on Covid-19 abusemarketing.ie
Domestic Abuse: The Hidden PandemicLittle Black Book
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