Objectives

Increase awareness of “dating abuse”
Encourage women experiencing dating abuse to contact Women’s Aid

Target Audience

Primary: Single women 18+
Secondary: All women 18+

Language was appointed by Women’s Aid to create a campaign to increase awareness of dating abuse (partner abuse in dating, non-married relationships) and of support services available to those experiencing such abuse in their own relationship. Online played a major role in engaging the core target audience of young, single women. To help initiate contact we developed a simple online relationship “heathchecker” where young women could check their own relationship. From here, women were directed to the Women’s Aid helpline for advice and support. The online campaign was supported with radio and posters in pub/club washrooms, colleges and changing rooms. In May 2013, Women’s Aid presented on the 2in2u campaign to a group of senior EU crime prevention network as part of the Irish EU Presidency.

Results

The campaign delivered over 12million impressions of the online advertising and generated 13,769 visits to the 2in2u.ie website and a further 7,961 visits to womensaid.ie (a year on year increase of 106%).