On International Women’s Day, Refuge took over Twitter and Europe’s largest outdoor advertising site, Piccadilly Lights in London, to make the National Domestic Abuse Helpline famous.
The campaign saw high-profile women, such as Lorraine Kelly, Miranda Hart, Little Mix and Emeli Sandé, change their names on Twitter to the helpline’s number: 0808 2000 247. A series of bespoke 10-second idents, featuring a voiceover from actor and Refuge patron Olivia Colman, also ran throughout the day on TV. As domestic abuse affects nearly one in three women in the UK, Refuge hopes as many people as possible will learn the number and save lives. The work was created by Stephanie Flynn, Olivia Shortland and Oliver Short.