Tomorrow, 14th November, Avon UK and national domestic violence charity Refuge will launch a ground-breaking, interactive video campaign to encourage people to recognise the signs of domestic violence and learn more about how they can support friends or loved ones who might be experiencing domestic violence.
The “Support a Friend” campaign is the latest phase of the joint ’1in4women’ campaign, launched by Refuge and Avon last year, reflecting the statistic that one woman in every four will experience domestic violence at some point in her lifetime.
The video, animated by French musician and film director Fursy Teyssier, will drive people to the campaign website www.1in4women.com, which offers a wealth of information about the signs and causes of domestic violence. The 1 in 4 Facebook App, launched last year on Refuge’s Facebook page, will continue to be a key part of the campaign which will drive awareness and share the campaign message. The App works out how many of the users’ female friends could experience domestic violence based on the shocking 1 in 4 statistic.
The striking ‘Support a Friend’ animation video sets up four scenarios and asks viewers what they might consider doing in each situation to support a friend experiencing domestic violence. The animation unfolds in different, dramatic ways according to the responses given.
The video will go live on 14th November 2012 – to tie in with the ’1 in 4′ statistic – with an official launch at 14:00, the time of day when the Refuge website www.refuge.org.uk receives the most visits. In the days and hours leading up to the launch supporters can visit www.1in4women.com to sign up to a Thunderclap, which will automatically send the tweet “#1in4women experience domestic violence. Would you know how to #supportafriend? Find out now.” at 14:00 on 14th November 2012 – calling on women everywhere to watch the animated video and learn more about domestic violence.
The campaign video – available on www.1in4women.com as well as YouTube and Avon/Refuge Facebook channels – launches ahead of the international and UN supported campaign, 16 Days of Activism Against Gender Violence, which starts eleven days later on 25th November 2012.
At 14.00 on 14th November 2012 thousands of independent Avon Representatives across the UK will be logging on to view the campaign video and urging all their customers to join in and support the cause.