Challenge

On average it takes six and a half years for a woman to leave an abusive relationship.

Hidden abuse can include controlling and coercive behaviour; cutting people off from their friends and family; and making them feel afraid and belittled are all forms of domestic abuse. But because the violence isn’t obvious or ‘seen’, it can often be ignored and even normalised.

Idea

To use Twitter’s new ‘hidden replies’ feature to demonstrate the, often hidden, story behind domestic abuse. People on Twitter saw a Tweet from @SolaceWomensAid that showed a photo of a seemingly happy couple accompanied by the contrasting phrase: "This is what domestic abuse looks like." Intrigued users were then challenged to find the hidden story, discovering the true reality behind the picture by clicking into the Tweet and on the ‘hidden replies’ button. 

The feature then revealed a video that plays out the controlling and abusive conversation between the couple - revealing a very different story to the happy selfie. Anyone who viewed the film was then encouraged to share the revealing journey with their followers. 

Results

There was a 1233% week-on-week increase in visits to the Solace homepage, a 48% increase in calls to their helpline and 700 women, came forward, for the first time, asking for help from the refuge in the week of the campaign.

Recognition

Best Use of Technology - The Drum Social Purpose Awards
Silver - Creative Circle Awards - Best Online Charity and Public Service category
Bronze - Creative Pool - Social Good
BIMA 10 Award
Media Week Award - Finalist