Campaign Direct Awards 2006: The Direct Recruitment Award - Best Use of Copy

WINNER Project: Domestic Violence Corporate Alliance Agency: RMG Connect Creative director: Guy Bradbury Art director: Shwan Hamidi Copywriter: Anthoula Nolan Account director: Anna Kingsley Client: COI Client brand: Corporate Alliance Against Domestic Violence Head of sponsorship and PR: Daphne de Souza

One in four women suffer from domestic violence during their lifetime and two are killed every week. The Home Office wanted to raise awareness of this.

RMG Connect felt that images of beaten women had been overused. The campaign instead focused on household items that could tell a chilling story.

The agency asked companies to sign up as partners to disseminate the campaign's messages and provide victim support.

The central mechanic was a poster relating a range of stories about domestic violence to mundane images of household objects.

No results are available but the campaign has received a positive response from corporate partners.

Also commended: Best Charity Campaign

COMMENDATION Project: Socks Agency: Craik Jones Watson Mitchell Voelkel Creative director: Rebecca Rae Art director: Olu Falola Copywriter: Rebecca Rae Account director: Annabel Wright Client: First Direct Head of direct marketing: Liz Carnithers Also won: Best Financial, Corporate and Utilities Campaign Also commended: Best Art Direction

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