Four Communications Group

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying, Public relations (PR)

Live Fear Free is an ongoing Welsh Government creative campaign following the Violence Against Women, Domestic Abuse and Sexual Violence Act. Raising awareness of domestic abuse and the different forms it can take – physical, emotional or financial - we led an integrated, one year campaign split into three phases.

The challenges

We needed to show that abuse isn’t just something that happens to ‘other people’. We had to understand what would motivate our audience to call the helpline and take action if they have been affected by abuse.

The solutions

We ran brain-storming and planning sessions with young people and focus groups with multiple service providers to get our messaging just right.

Our creative showed everyday situations and used juxtaposing, hard-hitting ‘thought’ bubbles to highlight that abuse is often closer to home than we might think. Key calls to action, like phoning the Live Fear Free helpline, were incorporated into all communications tools.
Across the three phases, we deployed paid-for advertising combined with clever digital and traditional PR tools to reach our diverse target audiences in ways that would speak to them. From Instagram and YouTube to radio, flyers and case studies, key messages were targeted across multiple media for each group.
We targeted young people using ‘healthy relationships’ messaging, focussing on emotional abuse like control and issues around sexual consent. We tailored communications to a younger audience by using interactive films made with the NUS and USW students, as well as creating flyers and advertising in pubs and clubs.
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