Wakefield Council and the NHS have commissioned BJL to launch a new social marketing campaign, designed to combat domestic violence in the Wakefield district.
The activity follows on from a previous campaign the integrated marketing, advertising and communications agency produced for Hull back in 2009 and is devised to encourage perpetrators of domestic violence to seek voluntary counselling.
Cllr Maureen Cummings, Community Safety Partnership chair said: “Strength to Change is all about communities working together to help people access the right kind of information, advice and support. We want to stress that there is a local anonymous service and people who do find the courage to come forward will not be judged. What they will receive is targeted, specialist support that could have a positive impact on them and their families.”
Officially launching today (Friday 26 July) at the Belle Vue stadium, the home of the Wakefield Wildcats, members of the club are taking part in various activities to draw attention to the campaign messaging.
The meme ‘9913’ – representing the number of women affected by domestic violence in the district a year – will feature across ambient and stunt activity, with the hashtag #9913 also being used on social media channels to flag conversations and drive the target audience towards further information.
From Monday 29 July the media campaign will commence consisting of outdoor, press, radio, stadium collateral and ambient pub marketing material, targeting male audiences. Partnerships with the Castleford Tigers, Wakefield Trinity Wildcats and Featherstone Rovers will see ambient activity rolled out across the three home grounds in August.
BJL CEO Nicky Unsworth added: “Domestic violence will always be an incredibly sensitive subject involving a notoriously difficult to reach audience and we remain hopeful that our work will continue to have a positive influence with those looking to find the strength to change.”