The government has launched the second phase of its ‘ENOUGH’ campaign challenging abuse of women and girls, with a range of new digital, radio and out-of-home executions to support the TV ad which ran in March this year.
The Home Office worked with agency partner FCB Inferno to roll out the next stage of its “ENOUGH – Violence Against Women And Girls” campaign, which encourages the public to challenge perpetrators of abuse.
Looking to encourage bystanders to safely step in and stand up against the abuse of women and girls in a variety of situations, the campaign features locations where violence against women most commonly occurs, highlighting the actions the public can take to stop the abusive behaviour.
The advertising is based on audience insights and informed by an advisory group of over 40 voluntary sector organisations, survivors and academics who have given their expert insight.
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Shot by photographer, David Stewart, the new out-of-home executions show a range of scenarios such as a group of bus travellers shown observing an act of harassment. The ad poses the question: “Enough. If you saw a man harassing a woman, what would you do?” Thought bubbles suggest actions the travellers would take. One thinks: “I’ll ask the driver to help.” Another thinks: “I’ll interrupt and ask what the next stop is.”
The campaign aims to create a new social norm by giving the general public confidence to act against abuse, so perpetrators know their actions will not be tolerated.
FCB Inferno business director Emily Whiteaway said: “The latest creative arms the public with a range of interventions, being visible and instructive in the moments they witness the abuse. It simultaneously sends a clear message to perpetrators, that their behaviour will not be tolerated. It’s through this collective action and saying ‘enough’ – we hope to stop the unacceptable harassment experienced by women.”
On the launch of the new work, the minister for safeguarding Mims Davies said: “There is no place in our society for cowardly acts of violence against women and girls.
“Abuse comes in many forms, and by standing against all of them, and holding perpetrators accountable, we can create a society where women and girls are safe. This campaign is part of this vision. However, there is more to be done, and I am committed to continuing this vital work.”
The TV, social and digital elements of the campaign are already live, while the out-of- home executions, including cross track billboards and contextual media such as beer mats, launch on 7 November.
The campaign is being supported by a wider roster of agencies to manage paid media, earned amplification, community engagement, digital content and partnership activity.
