DML successfully executed a concise and impactful social media for Crimestoppers in response to the 2024 Violence Against Women and Girls (VAWG) national campaign brief. We were delighted to win this campaign following the success of our VAWG campaign in 2023, underscoring our ongoing commitment to addressing critical societal issues.

Our target audience comprised socially active adults aged 18-65, with a focal point on the 18-45 age group, encompassing both urban and rural communities. Central to our campaign was the portrayal of everyday scenarios where women and girls find themselves, aiming to establish a strong emotive connection and elicit a powerful response.

A key area of focus for us was education, particularly in clarifying what constitutes sexual harassment. Recognizing the importance of this learning curve for both men and women, we strategically incorporated content that aimed to raise awareness and enhance understanding. Our campaign effectively conveyed key messages, emphasizing the profound harm caused by violence against women and girls, stressing the importance of reporting such incidents, and highlighting Crimestoppers’ pivotal role in combatting these crimes.

Moreover, the campaign seamlessly integrated key statistics, shedding light on the prevalence, underreporting, and specific threat areas related to VAWG. Notably, all static and video assets were delivered in both English and Welsh languages to ensure broad accessibility.