2025 Gold Film, Video or Moving Image
12 Dec 2025
Agency: House 337
Client: Women’s Aid
Entry Name: Women’s Aid: The Ignored Emergency
Campaign Overview
At least one woman a week is killed by a male partner or ex-partner. It's a shocking statistic. But the charity sector is not short of those, so numbers alone are abstract. The Ignored Emergency campaign for Women’s Aid turned a statistic into a story.
Strategy
- Reframe domestic abuse as a public emergency, not a private matter, as emergencies demand recognition and immediate response.
- Highlight the scale of the problem through comparison with recognised emergencies. By combining ONS datasets, the team compared female victims of domestic abuse with fatalities from fire and road accidents, uncovering stark results - women are more than twice as likely to be killed by a partner than by smoke or gas; and three times more likely to be killed by a partner than by not wearing a seatbelt.
Creativity
The task for creative was to cement the association and make it impossible to ignore. Just as our brains build mental associations around distinctive brand assets, they also recognise the cues of emergency communications.
Highlighting domestic abuse’s emergency status, the campaign used statistics to compare the scale of crisis with recognised public emergencies - but also hijacked their communication style altogether. The Ignored Emergency mimics the sonic, verbal and visual cues of public service announcements to draw viewers in, only to subvert expectations.
The campaign - which ran across social media, digital OOH, radio and press - broke the cultural shorthand unveiling new, powerful statistics to reframe domestic abuse as the real emergency. Organic social media captions used data directly from Women’s Aid to help viewers understand the accessible action they could take and the vital support it would provide.
Results
Provoke conversation around domestic abuse as a public emergency, sparked nationwide conversation, reaching 2.2 million views across TikTok and Instagram, and securing more than 270,000 Likes. National news outlets including The Mirror and The Metro covered the campaign including the new statistics.
Galvanise anger and creating meaningful action, driving life-saving public donations, prompted gifts totalling £79,548 - a 28% increase year on year. 60% came from first-time donors, creating a groundswell of new supporters to retarget with future campaigns.
Generate long-term governmental commitment and support for domestic abuse - the campaign made it to Parliament; Steve Witherden MP called for domestic violence to be treated on a par with other emergencies, embedding domestic abuse specialists in 999 control rooms.
Contributors
The Corner Shop, Work Editorial, No.8, MHP, Mischief
The Team
- Laura Sammarco, Strategy Director, House 337 - Georgina Murray-Burton, Head of Strategy, House 337 - Kathryn Loosley, Senior Strategist, House 337 - Abbey Gaunt, Senior Strategist, House 337 - Sam Johnson, Senior Data Analyst, House 337 - Kat Thompson, Deputy Head of Account Management, House 337 - Siena Singh, Account Director, House 337 - Marianne Roberts, Senior Account Director, House 337 - Chris Ringsell, Creative Director, House 337 - Louise Canham, Associate Creative Director, House 337 - Holly Fallows, Senior Creative, House 337 - Charlotte Watmough, Senior Creative, House 337 - Indi Morland, Creative, House 337 -Caitlin Chakraborty, Creative, House 337 - Marina Suprunova, Senior Designer, House 337 - Laura Melville Head of Delivery & Integrated Production, House 337 - Chelsea Chapman, Project Director, House 337 - Bradley Morey, Editor, House 337 - Teresa Parker, Head of Media, Brand & Relationships, Women's Aid - Jessye Werner, Communications Manager, Women's Aid - Abbie Carr, Senior Communications Officer, Women's Aid - Katrina Kelly, Communications Manager, Women's Aid