Three print executions encourage women to call the national domestic helpline by dramatising the fact that domestic violence tends to escalate. One spot shows a woman cradling her stomach. The headline reads: "At 18 weeks the baby started kicking. At 22 weeks, so did the father."
The ads were written and art directed by Markham Smith and Martha Riley with photography by Nick Georghiou.
Media planning was by Mediagedge:cia. COI Communications handled the media buying.