GMCA – Sitting Right With You —
Greater Manchester Police were looking for an approachable and memorable campaign to help raise awareness of domestic abuse and its hidden forms, whilst “reducing the stigma” surrounding it.
The task was to create a fresh-approach to the subject, one that was engaging to everyone and - although a dark and serious issue - was positive and empowering.
The key message “Sitting Right With You” met the brief on many levels. It let victims know support was there for them, whilst asking if domestic abuse was 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.
The yellow sofa was created to be a positive, faceless and recognisable symbol for the campaign. Posing challenging statements to passers by around the hidden forms of abuse to provoke thought and conversation. The sofa was taken to recognisable Manchester locations in a teaser pre-launch, before a multi-channel public campaign was rolled out.
The campaign was a great success and was adapted to be taken into High Schools across Greater Manchester to reach and engage a new audience.