Scottish Executive: Domestic abuse, there's no excuse - IPA Effectiveness Awards Case Study 2000

Brief Description: Estimated that 1 in 5 women could expect to experience domestic abuse within their lifetime experts agree that victims and perpetrators fail to recognise stereotypes of themselves in advertising. The aim of this campaign was to make domestic abuse a black and white issue, that it is never excusable and to end perceptions of it as a private matter. TV, newspapers and radio were used and a helpline was launched in a later campaign. The results were: 78% unprompted awareness, shifts in public attitudes, calles to the Helpline increased. The website and Helpline are now permanent. This campaign successfully confronted a distressing social problem ;---(TAGS)--- Full Title: Domestic abuse - there's no excuse ; Number: 2000/07 ; Brand Name: Scottish Executive - Domestic Abuse ; Client: The Scottish Executive ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: Barkers ; Author: Chris Wallace, Nick Lang ;