Domestic abuse campaign wins national public relations award

It's never ok

We’ve won a prestigious award for our  Domestic Abuse ‘It’s Never Ok’ campaign.

The campaign addressed some of the guises of domestic abuse and aimed to empower people to take action and speak out.

It was aimed at 16-25 year olds, and expertly timed campaign to run between Christmas 2014 and early New Year – a period which sees an increase in domestic incidents.

We wanted to educate young people and highlight unacceptable behaviour toward men, women, and same sex couples; as well as signposting to them organisations that offer confidential support.

The multi-agency, multi-channel campaign took months of planning, testing and vital insight from partners at Kirklees Council, Kirklees Neighbourhood Housing; Health Services; The University of Huddersfield; Kirklees College; Police, Probation Services; Lifeline and Pennine Domestic Violence Group etc.

A fully integrated offline-online communications campaign was developed which included digital, outdoor media, social media marketing, press and media and focus groups to reach the target groups.

Results of campaign

  • Over 4,500 visits to:
  • 500,000 people watched our four bespoke film clips through Facebook.
  • 1,000 people called Pennine Domestic Violence Group’s confidential helpline  – an 8% increase on the same period the previous year.

Other campaigns shortlisted for the Chartered Institute of PR (CIPR) Excellence Award Category ‘Public Sector Campaign’award included the Tour de Yorkshire Grand Depart, and the opening of the Queen Elizabeth Olympic Park.

Cllr Viv Kendrick, Kirklees Council, Cabinet Member for prevention, and vulnerable adults said:

 “Domestic abuse has a hidden face. It is an extremely sensitive subject that often goes unspoken. We wanted to spread the word and raise awareness of the impact of domestic abuse and how quickly issues can escalate and get out of hand. We encourage anyone affected by domestic abuse to speak out and to give those who may not realise they are victims of abuse the opportunity to stop, think and ask for support”.

“A huge amount of partnership work went into this campaign. Winning this award is a huge accolade as competition was fierce. It is testament to all the hard work and passion of those involved from a range of agencies.  I am personally very proud of the benchmarks we have set and the learning we can share with others – and more importantly by the numbers of people who picked up the phone to make the call for confidential help.”

The council is also up for another award – UK Public Sector Communications Award Category ‘Integrated Campaign of the Year.  The winners will be announced in July.

Anyone who needs advice on domestic abuse or who would like to see the campaign materials can visit the Its Never OK Website.


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