2021 Winner

CASE SUMMARY

Objective & Challenge

During COVID-19, domestic violence increased by over 25% in Canada. Interval House, Canada’s longest-running shelter for abused women, wanted to help. But how could it get lifesaving information into women’s hands without their ever-present abusers finding out?

Insights & Strategy

Women are effectively trapped in their homes with their abusers, and the isolation makes it even harder for them to reach out. With her abuser constantly looking over her shoulder, a woman is unable to Google “signs of abuse” or “how to leave an abusive relationship”. What was needed was a way to connect that could fly under the radar of abusers, a Trojan Horse website that can save lives.

Execution

At first glance, “The Way to Live: A Style Guide for the Modern Woman” looks like any other beauty and fashion site. But hold down the ESCAPE key and the site changes to “The Way to Leave: An Escape Plan for the Abused Woman”.
For example, an article about “Essentials for Everyday Life” turns into “Essentials When Running for Your Life”. An article titled “Signs Your Dry Skin Needs Help” turns into “Signs You’re Being Abused and Need Help”.
This secret site is a quick reference to everything a woman needs to know in order to leave safely, including how to pack an emergency bag, tips on disabling GPS tracking, and the Interval House crisis line. But because it looks like “just another lifestyle site”, her partner will never suspect a thing.
Launched at the height of lockdown, this secret site gives a woman access to all the information she needs to leave, at the touch of the ESCAPE button.
The goal was to let women know about the site, without alerting their abusers. So the team created micro targeted ads on Pinterest, and also got the word out through our community partners, who have direct contact with women in abusive relationships.

Results

The site was also featured on sites like Elle Canada and television shows like CityLine, which have a largely female audience. The campaign has been incredibly effective. Women spent an average of more than five minutes engaging with the site, more than double the average.
And most importantly, it has resulted in an 89% increase in women reaching out for help. In the darkest days of lockdown, the organization found a digitally-led way to reach women without alerting their partners, and helped them escape abuse.

Credits

AGENCY: UNION
Chief Creative Officer: Lance Martin
Creative Director: Adam Thur
Creative Director: Rica Eckersley
Art Director: Adam Thur
Art Director: Adrian Stiegler Copywriter: Rica Eckersley
VP, Integrated Production: Jen Dark
Integrated Producer: Carolyn Mitchell
Photographer: Jonathan Lajoie
Studio Manager: William Leung
Director, Digital Production: Jan Kanhai
Front End Developer: Scott Duncan
President: Catherine Marcolin
Group Account Director: Kristine Lafreniere
Account Manager: Bianca LaPenna
Strategist: Jocelynn Rennie
VP, Group Media Director: Cherie Raymond
Associate Media Director: Samantha Marion