The campaign idea was to use phrases and sentences that victims of abuse use to protect or defend their abusers. We stayed away from generic graphic images and took an emotive approach through a play on words. We needed the message to be clear and affirmative, and the #HowManyTimes hashtag did just that! How many times are you going to keep protecting a monster?
Yellow may represent caution, sickness, and/or jealousy. Using this specific colour for the campaign artwork enhanced the main concept of speaking out against abuse. We wanted to throw caution and highlight the damage caused by enduring abuse.
Sans Forgetica is a font designed with the intention of using the principles of cognitive psychology to help you to better remember your study notes. We intentionally used this font in the text so that it stands out and to ensure that people notice that different font, question it, engage with it and most importantly, remember it.
We successfully launched a low budget digital campaign that supports a global campaign which resulted in exposure for the agency and ultimately giving volume to the key messages and overall insights. Part of the execution plan meant us being part of the influencer lists due to our high reach, impressions and engagement. As a result, our core messages were well received across all platforms and sparked discussions.