Solace Women's Aid
According to the Office for National Statistics' 2019 report, almost 1 in 3 women aged between 16 and 59 will experience domestic abuse in their lifetime and, it takes, on average, six and a half years for a woman to leave an abusive relationship. This is because many people's idea of domestic abuse is physical: bruises, scars and worse. But the truth is, many forms of domestic abuse don't leave physical scars: coercive control, gas lighting, and constantly belittling a partner are just as much a form of domestic abuse as physical beating.
However, because these forms of domestic abuse are surreptitious and build slowly, victims often aren't aware that what they are dealing with is real domestic abuse.
Solace Women's Aid wanted to get hidden abuse out in the open and talked about.
We knew Twitter's R&D department were about to launch a new feature – a 'hidden replies' button. Working with the Twitter team we hacked into the tech and used it to set up an interactive journey where people could see for themselves the hidden abuse story that lies behind a seemingly happy couple, using the phrase 'this is what domestic abuse looks like'.
Users then have to click on the hidden replies button to reveal the true story. What follows is a short video showing the hate-filled, furious messages from man to woman, exposing the abusive, controlling relationship behind the selfie.
The Twitter thread then directs people straight to Solace Women's Aid website and their helpline for anyone who needs it.
On launch day there was a 1233% increase in site visits and during the 3-week campaign that followed Solace Women's Aid gained 6,000 followers.
While numbers are important, the campaign also created a safe space for women to share their stories. Over 700 women felt empowered to come forward and share their experience of domestic abuse, often for the first time.
And calls to the helpline increased by 48%.