Domestic-abuse charity Refuge has partnered with McCann Bristol to create a campaign that uses reversible poetry to raise awareness of victims of domestic violence and abuse.
The adverts will be advertised throughout the holiday season, with each poem conjuring up a cosy picture of family life at Christmas. But, if read from the bottom up, the lines reveal the horror of a household living with domestic violence.
Across all media, the call-to-action reads: "If your partner turns on you, turn to us," to show victims they are never alone. The campaign will run across press, radio, poster sites and social media, with full-page ads appearing in Woman’s Own and Marie Claire. TV and cinema advertisements will also launch soon.
The campaign is especially pertinent since assault and domestic murders increase by 25% during the festive period. Incidents go up by one-third on Christmas Day itself.
On average, two women are killed by an ex or current partner every week and a quarter of women will experience domestic violence in their lifetime. Heartbreakingly, three women take their life in order to escape abuse every week.
Refuge currently helps over 6,000 victims, giving them the support needed to rebuild their lives and overcome many different forms of violence and abuse. Its incredible work, and these shocking statistics, show why this campaign is more important than ever to raise awareness and keep victims safe.
The chief executive of Refuge, Sandra Horley, said: "Domestic abuse is the biggest issue affecting women and children in this country today – it really is a life and death issue. Yet, still too few women know how to spot the signs of domestic violence, realise that domestic abuse is a crime or know that Refuge is here to support them.”
"We want women to know that, no matter what time of year, no one should suffer in silence and they should ‘turn’ to us for support."