Driving sign ups and raising awareness of the ‘Ask me’ pilot scheme
Women’s Aid is the UK’s national charity working to end domestic abuse against women and children. Over the past 40 years, Women’s Aid has been at the forefront of shaping and coordinating responses to domestic violence and abuse.
We worked with Women’s Aid to raise awareness of a new pilot scheme, ‘Ask Me’, taking place in; Brighton, Hove and East Sussex, and Westminster, Kensington & Chelsea and Hammersmith. The ‘Ask Me’ pilot scheme has been launched to widen opportunities for survivors and victims of domestic abuse to access the help they need from their communities. The scheme will create safe spaces in local business and community settings where women experiencing coercive control and other forms of domestic abuse can talk to someone and get help they need quickly.
The core objectives for this campaign were to:
- Raise awareness of Women’s Aid nationally and in two local areas: Brighton, Hove and East Sussex, and Westminster, Kensington & Chelsea and Hammersmith
- Raise understanding and awareness of the Ask Me pilot and its key benefits in the two areas – 1) Brighton, Hove and East Sussex and 2) Westminster, Kensington & Chelsea and Hammersmith
- Help to drive volunteer ‘Ask Me Ambassador’ sign ups in the local areas
- Secure commentary opportunities for Women’s Aid CEO Polly Neate to talk about the pilot and the charity overall
Our campaign set out to educate the two pilot areas about Women’s Aid; what the charity does for women across the UK and its stance on what needs to change in society to help reach victims of abuse earlier. This allowed us to lay the foundations for the new ‘Ask Me’ pilot scheme and generate coverage and awareness around the importance of the initiative and how volunteers can get involved.
We worked with local newspapers, online, magazine and broadcast outlets to provide an overview of the charity and how the initiative will be rolled out, alongside information for volunteers to sign up and get involved. We arranged for Women’s Aid CEO Polly Neate to provide expert commentary on why the initiative is so important and instigate a debate around the subject of domestic abuse and coercive control.
In addition to working with the media in the pilot areas, we also worked closely with a number of influential national titles to raise the profile of the charity and the pilot scheme, which will be rolled out nationally if it is a success.
Results and Evaluation
Our campaign achieved in-depth coverage across a number of influential titles in Brighton, Hove and East Sussex, and Westminster, Kensington & Chelsea and Hammersmith, including London Live, BBC Radio London, Kensington, Chelsea and Westminster Today, The Brighton Argus, and BBC Radio Sussex. We also achieved national coverage on Sky Radio, Guardian.co.uk, The Times and The pool.
“I just wanted to thank you for the amazing publicity you’ve achieved for the launch of the Ask Me scheme this week. It has been so much better than we expected! You’ve done a brilliant job and I know our team have really enjoyed working with you as well.”
BBC Radio London
Sky News HD