I had the incredible opportunity to be part of a significant campaign in collaboration with Avon, where our aim was to stand by domestic abuse survivors and those at risk, especially during the challenges posed by the pandemic. Our collective efforts were channelled through a powerful partnership with Refuge, a charity dedicated to supporting those affected by domestic abuse.

Our collaborative efforts extended to recommending an open letter to governments, urging them to reevaluate stay-at-home directives to safeguard those at risk and ensure that crucial support services received the funding they deserved. We developed global social assets and a unifying hashtag #IsolatedNotAlone, as tools to use in our global call to action.

16.7 million social reach globally via 361 pieces of editorial coverage across 13 markets. UK media coverage included interviews with Avon CEO on flagship broadcast outlets including BBC Radio 4’s Today programme, BBC Breakfast and Radio 5. The campaign positively influenced behaviour, with a 120% increase in calls to Refuge following the first day of coverage landing. Government contributed an additional £2 million for frontline domestic abuse services and delivered updated guidance.