The Question:
How do you change attitudes, alter behaviour and create dialogue around an emotively-charged subject like domestic abuse and violence against women? While traditional media could raise awareness of the Welsh Government’s Live Fear Free campaign, a social media strategy was required to encourage interaction, foster engagement and get people talking and sharing openly.
The Answer:
We recommended Twitter. Nothing unusual about that, but it’s what we did with it that made it extraordinary. To help identify where and when content was posted, we set up and closely monitored a dual language account, and developed a set of phrases to be used with the #livefearfree #bywhebofn hashtags. This gave plenty of opportunities to seed the brand message whilst directing traffic to the microsite and videos.
The Result:
Engagement levels were high with around 95% of followers relevant to the cause. The campaign quickly built momentum, creating plenty of noise amongst Assembly Members, the press and public, victims of abuse and charities alike. It doubled its followers in the first two weeks, with key influencers like the NSPCC, Safer Wales and Welsh Women’s Aid. It’s become an open and accessible sign-post for those in need of further help and promoted activities to help victims of domestic abuse. Now the radio and outdoor campaign is re-running, engagement levels have remained high.
Tight budget, smart thinking:
Tight budget, smart thinking:While other agencies shy away from the apparent limitations of a small spend, we positively excel. The budget was tight, but we were resourceful and creative; working with the Welsh Government’s press office, our recommended platform also provided the perfect launch for PR activity.
