“Take your time. I’m here to listen”
On 30, Sep 2012 | In Campaigns | By Language
Katy’s radio script for Women’s Aid’s helpline emphasises the importance of listening – especially when you can’t find the words.
From Women’s Aid:
When compared to the same period in the previous year, we can see that the national awareness campaign had a very significant impact on the National Freephone Helpline.
- There was a 40% increase in support calls during this campaign.
- There was a 14% increase in the amount of support time given, which is the equivalent of two full days of support. Women’s Aid staff and volunteers worked very hard to increase and maintain capacity on the Helpline for the duration of the campaign.
- Significantly, there was a drop of 56% in the volume of hang up calls and a decrease of 31% in the number of silent calls.
We can see from these trends that the campaign led to an increase of support calls and time on the Helpline. Given that the campaign aimed to help women find their voice to speak of the abuse they are experiencing and seek support we can say that we were very successful in reaching out to women.
The decrease in silent calls and hang up calls during the campaign is hugely significant as the campaign spoke directly to women who hadn’t felt ready to talk about what was happening. The campaign aimed to reassure women that we understood how difficult it was to talk about their experience and how we would help them find the words to describe what was happening. The radio advertising in particular, demystified what it would be like to call a helpline.
As a direct result of the campaign, we carried out more support calls (+40%), gave more support time (+24 hours), we had fewer women staying silent (-31%) and fewer women hanging up (-56%).
During the campaign period the Women’s Aid website was visited 10,144 times.
- This is an increase of 135% on the same period in 2011 (+5,835).
- This was an increase of 68% (+4,098 visits) on the previous 4 week period (12th August to 9th September 2012).
The traffic to the main Women’s Aid increased significantly as a result of the campaign.