Challenge

At least one woman per week, on average, is killed by a male partner or ex-partner. But unlike other life-threatening issues, people don’t understand the scale of the problem because it happens behind closed doors. Women are:

• 50 times more likely to be injured by their partner than in a house fire and are twice as likely to die at their partner’s hands than from smoke or gas inhalation. 
• Over three times more likely to be killed by a partner than by not wearing a seat belt.  

Solution

To address this awareness gap, the new campaign emphasises that domestic abuse should be recognised as a public emergency —just as serious as a fire or traffic accident.

The campaign spanned online, digital OOH, radio, social, press and influencer, using a creative approach that mirrored the tone and style of traditional safety films and public service announcements.

It featured two key films: “Fire Safety” and “Car Safety.” Each film was styled like a classic safety video, depicting familiar emergency scenarios that audiences instinctively know how to respond to. In each scene, a woman navigates one of these recognisable situations, creating a sense of reassurance. But just as this comfort settles, the narrative pivots sharply, placing the protagonist in a domestic abuse scenario instead. This stark juxtaposition between the familiar and the unforeseen—both visually and audibly—highlights the extensive, often hidden nature of domestic abuse and the lack of awareness around it. The campaign shared alarming statistics on domestic abuse, as well as the emergency method for reaching help which can be a lifeline for those facing domestic abuse.