Background
Women's Aid Federation of England, Women's Aid was established in 1974 as an umbrella organisation for several feminism, feminist charities aiming to end domestic violence against women and children, including Sexual assault, molestation, rape, and sexual harassment. For the next thirty years, the organisation worked with a number of advertising agencies to promote its cause, including Ogilvy & Mather, McCann Erickson, and Mediaedge:cia. However, despite numerous publicity campaigns over the years, by 2005 the charity's own research suggested that less than 16% of the public were aware of the existence of Women's Aid. Through a personal relationship between a pair of employees at the two organisations, Women's Aid were taken on as a pro-bono client by agency Grey London in 2005.Pro Bono Work: Agency Viewpoint - Grey London (Contract with Women's aid)Campaign
Looking to build upon the success of ''Valentine's Day'', Grey London began planning for a new campaign to run in early 2007. The brief for the campaign was to bring the issue into public view by making use of celebrities. In an interview with ''Creativity'' magazine, a planner for the agency said: "The amount of column inches and time spent talking about celebrities is phenomenal and if we could own even a small piece of this it would help to raise awareness of domestic violence and also Women's Aid. In this gossip driven world if we thought a celebrity was suffering from a form of domestic abuse EVERYONE would be talking about it.""AdCritic: Print and Design", ''Creativity'', February 2007. From this came the idea of a series of portraits of female celebrities made-up to appear as though they had been the victims of abuse. Grey London recruited fashion photographer Rankin (photographer), Rankin, known for his portraits of politicians and celebrities including Tony Blair, Kylie Minogue, and Elizabeth II, Queen Elizabeth II, to conduct the shoot. The team approached a number of women to star in the campaign but, due to scheduling conflicts and the lack of a campaign budget, securing dates for the photo-shoot proved difficult. In all, nine female celebrities, across a wide range of ages and ethnicities, were chosen: Honor Blackman, veteran actress and former Bond girl; Fern Britton, presenter of daytime television show ''This Morning (TV series), This Morning''; Fiona Bruce, newsreader for BBC News; Anne-Marie Duff, known for playing Fiona Gallagher on television drama ''Shameless (UK TV series), Shameless''; Anna Friel, known for playing Beth Jordache on the soap opera ''Brookside (television programme), Brookside''; Jemma Wellesley, Countess of Mornington, Jemma Kidd, former fashion model; Miquita Oliver, television and radio personality; Fay Ripley, known for playing Jenny Gifford in the comedy drama series ''Cold Feet''; and Kate Thornton, journalist and television presenter."Celebrities act to end domestic violence" (press release), Women's Aid (2007). The head and shoulder prosthetics were created by Nigel Booth, whose previous work includes prosthetic and make-up design on feature films such as ''The English Patient (film), The English Patient'' and ''Blade II''. The launch of the campaign on 1 February 2007 was celebrated with a launch party at 11 Downing Street hosted by then-Chancellor of the Exchequer Gordon Brown and his wife Sarah Jane Brown, Sarah. All appearances in magazines, newspapers, posters, on television and on radio were donated free of charge, as was the work of the featured celebrities, photographer, and the advertising agency. In all, the campaign received an estimated £30m of media exposure, including an eight-page feature in women's magazine ''Marie Claire'' with an editorial written by Marian Keyes.Reaction
There was mixed reception to the campaign. Some were impressed with the impact of the images, such as Noel Bussey of Campaign (magazine), ''Campaign'' magazine, who said: "Many agencies pull out their best work when it's for charity, but rarely is it this effective, so well shot or so close to the brief. The images of battered female celebrities are bound to pick up coverage outside of the original media, and will not fail in raising awareness about the sickening problem of domestic violence." Others felt that the use of celebrities diminished the relevance of the message; Roisin Donnelly of Procter & Gamble commented: "In this print campaign, the celebrities, complete with injuries provided by the make-up artist, do get attention, but it seemed like it was a trick just to get attention, and was focused more on the celebrity and fake make-up rather than the central issue of domestic violence." Others were confused as to the point of the campaign; Kira Cochrane of ''The Guardian'' commented: "The images were arresting, but odd. I can't imagine celebrity women posing as other sorts of victim: presenting themselves as trafficked women to highlight forced prostitution, or as rape victims to underline the low conviction rate. And what were the images supposed to tell us: that domestic violence is bad? Painful? Causes serious bruising?" In all, the campaign proved a moderate success. Grey London reported that at the height of publicity for the campaign, more than 67% of the British public were aware of Women's Aid and its goals. The ''What's it going to take?'' campaign went on to win a number of awards from the advertising and charitable communities, including an Aerial Award for the radio component, a Silver Award at the 2008 Creative Circle Awards for the print component, and Women's Aid were honoured as the Campaigning Team of the Year at the Charity Times Gala Awards. As of 2010, Grey London continues to produce work for Women's Aid; later in 2007, they collaborated again with Rankin to produce a second series of posters for the ''Valentine's Day'' campaign. In 2009 they continued to make use of celebrity to promote domestic abuse awareness, releasing a promotion starring Keira Knightley, titled ''Cut (advertisement), Cut''. The video, banned by the advertising standards agency Clearcast from appearing on British television,Shields, Rachel;External links
References
{{reflist __NOTOC__ 2007 works 2007 in the United Kingdom Advertisements Advertising campaigns British advertising slogans Domestic violence 2007 neologisms