In order to raise awareness of Domestic Abuse and “reduce the stigma” surrounding it. K2L were tasked with creating a fresh-approach to the subject, one that was engaging to everyone and -although a dark and serious issue- was positive and empowering.
- Create a new campaign, with a fresh approach
- Raise awareness of domestic abuse across Greater Manchester
- Reduce the stigma of domestic abuse and encourage people to talk more openly about the subject
+ The Challenge
As Domestic Abuse is a dark subject, one that people rarely talk about openly, K2L Marketing had to ensure what was created wouldn’t offend anyone, whilst remaining positive, and getting people to talk about the issue. In order to overcome this obstacle, K2L held numerous focus groups with support charities for victims of domestic abuse and received fantastic feedback on the campaign idea.
The GMPCC also wanted to create something brand-new that hadn’t been done before, and made use of modern technologies. K2L Marketing came up with the idea to take the yellow sofa out to the public and produce a video of people’s reactions to the yellow sofa and the messages that may be commonplace in an abusive relationship and if this was “Sitting Right With You?”.
Our key message of “Sitting Right With You?” met the brief on many levels. It let victims know support was there for them, as it as if someone is asking them if it’s part of their relationship. It also encouraged people to ask the question if forms of domestic abuse did “sit right with them?” and finally, encouraged people to “sit down” and talk about the issue.
+ Our Strategy
After having the initial concept approved after winning the pitch, K2L set about to plan the strategy to achieve the highest outreach possible across Greater Manchester whilst utilising a variety of marketing channels.
The GMPCC wanted to launch the campaign in October with it running for 6-8 weeks. K2L came up with the idea for a “pre-launch” campaign. The yellow sofa was taken around recognisable places across Manchester, such as the Trafford Centre, Old Trafford and Canal Street and images were shared out acorss social media accounts to build a buzz around what was happening. We accompanied this with internal tram coving adverts, which simply stated:
“Is it #SittingRightWithYou? The conversation starts soon.”
Following the pre-launch week, a public engagement/PR day was conducted at Manchester Arndale Centre on the 12th October. The Arndale Centre has very high levels of footfall, so we knew the outreach would be high regardless and by inviting the local Press down it encouraged many more people to take notice of the campaign. We also shot a video, where we caught the publics reactions to abusive message and asked them is this “Sitting Right With You?”. (See video)
K2L arranged numerous public engagement events across all corners of Greater Manchester, we also created radio advert on Key 103, paid social media, online advertising and outdoor advertising, which included: Bus and Metrolink adverts, to public washroom adverts.