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
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Agency Account Manager - out of home media (OTE £55k) Ascent Solutions Up to £35,000 Basic, £55,000 OTE (uncapped) + 25 days holiday, pension & many other great benefits, London (Greater) / London (Central), London (Greater) / London (East), London (Greater) / London ...
- Comms Planning Manager Ascent Solutions £55,000 + Great benefits, London (Central), London (Greater) / London (West), London (Greater) / London (City of), London (...
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Notonthehighstreet.com launches brand campaign
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- 18 Feet & Rising wins Skoda digital brief
- Sometimes collaboration, not innovation, can be the key to winning campaigns