Women's Aid activity targets 'real men'
Women's Aid, the anti-domestic abuse charity, is refocusing its marketing to encourage men to speak out against violence to women and children.
This week it launched a print and digital campaign, created by Grey London, in which
male celebrities pose wearing stereotypically female accessories and T-shirts bearing the slogan 'I'm a real man'.
Those taking part include singer Will Young, Dragons' Den star Duncan Bannatyne, and England rugby players Danny Care and Ugo Monye.
Debenhams stores will sell 'Real man' T-shirts, priced £10, for the next month.
This marks a departure from Women's Aid's previous shock-tactics approach, including a controversial ad last year in which actress Keira Knightly was shown being attacked by her 'partner'. Clearcast deemed the ad too violent to be shown on TV in its original form.
Women's Aid is launching the campaign to coincide with the start of the World Cup, which the charity's chief executive, Nicola Harwin, said is likely to provoke a rise in incidents of domestic violence.
This article was first published on marketingmagazine.co.uk
- Account Manager / Senior Account Manager - B2B David Thatcher Recruitment £25-38k dep experience, London (West), London (Greater)
- Global Client Director, FleishmanHillard London, Fortune 500 Account, £Competitive Fleishman-Hillard £competitive Salary + Benefits, Central London
- Communications Designer Bluemarlin £20,000-£25,000 per annum, London (Central), London (Greater)
- New Business Executive Bluemarlin £20,000-£25,000 per annum, London (Central), London (Greater)
- Search Performance Manager Source £68000 - £85000 per annum + Generous Bonus and Benefits, London
- Google's European leader says viewing habits are 'changing dramatically'
- Land Rover to move global ad account into Spark44
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne
- Group M retains £80m Lloyds media