Over 1m people downloaded Vodafone’s app to support domestic abuse victims

Cultural context

In an era dominated by idealized social media portrayals, our campaign “1 in 3" is unmasking reality and aims to reveal the hidden struggles of domestic abuse victims. This initiative is particularly poignant now, as digital platforms become increasingly influential in shaping societal norms and expectations. Our use of familiar digital formats (tutorials on makeup, fitness, and cooking) juxtaposed with the harsh realities of abuse speaks directly to our audience's daily experiences, making the campaign's message both relatable and urgent.

Background

The situation

As the world grapples with the lingering effects of the Covid-19 pandemic, a less visible crisis has surged – domestic abuse, often termed the 'shadow pandemic.' The UN Women report reveals a chilling statistic: globally, 1 in 3 women will experience domestic abuse in their lifetime.

The brief

To raise awareness of this escalating crisis, spotlighting that domestic abuse often manifests in insidious forms, unrecognized by onlookers and sometimes even the victims themselves. The challenge was to craft a campaign that would strike a chord without casting survivors as victims or women as powerless.

The objectives

The dual goals were to magnify the issue of domestic abuse in the collective consciousness and to promote the Bright Sky app as a tool for support and intervention, while respectfully representing the strength and resilience of survivors.

Creative idea

Globally, we are devoting 11.5 billion hours to social media. An expanse where realities are curated and filtered. Our campaign is an intervention in this space, reminding viewers that beneath the sheen of perfect posts, serious issues demand attention. It begins with the innocuous — tutorials on makeup, fitness, or cooking — but takes a sudden turn to expose the shadow of domestic abuse that affects 1 in 3 women. This stark pivot not only spotlights the signs of abuse but also steers the narrative towards action, endorsing the Bright Sky app as a beacon of support.

Strategy

Data gathering

Through in-depth discussions and guidance from specialists, we've gained a thorough understanding of the complex nature of domestic abuse. This essential collaboration ensures our campaign resonates authentically with those it aims to support and empower.

Target audience

Our focus is on women of all cultural and social backgrounds and across all demographics, emphasizing inclusivity and a universal message.

Approach

Our campaign harnesses social media's scope to deliver stories that are structurally cohesive, ensuring each narrative is both distinctive and part of a greater unified message. This consistency fosters content that is instantly recognisable and maintains a high-quality standard, facilitating a diverse yet singular narrative voice throughout the campaign. This framework engages the audience through familiar mediums, encouraging reflection and action, all underpinned by the campaign's overarching voice and strategy.

Call to action

Encouraging recognition and action, the campaign promotes the Bright Sky app, a tool for support, understanding, and empowerment against domestic abuse.

Execution

Implementation

Launched across multiple social and digital platforms with a unified narrative approach.

Placement

Strategically placed within popular content segments on IG/FB/YT/TT for maximum visibility.

Scale

Pan-European spread over 12 markets, with localized nuances to ensure broad relevance.

Results

Business impact

• +300% increase in daily Bright Sky app downloads; enhanced visibility.
• + 1m Bright Sky app downloads

Response rate

• High engagement across platforms, with widespread sharing and discussion
• +64m reach
• +230m impression

Change in behaviour

Notable rise in conversations about domestic abuse recognition and prevention.

Brand perception

Strengthened association of Vodafone Foundation with impactful social initiatives.

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