Forward steers campaign against domestic violence
The data agency Forward has launched a campaign against toxic relationships based on the media usage habits and insights of those affected.
Forward is launching a cross-media campaign against toxic relationships. The aim is to encourage young adults in particular to take advantage of the help offered by the cantonal advice centers. The campaign was commissioned by the cantons of Glarus, Graubünden, Lucerne, Obwalden, St. Gallen and Schaffhausen. The creative concept was developed by Schau Filmproduktion.
The campaign aims to raise awareness of common manifestations of psychological violence in relationships. In addition, those affected should get to know and use the digital support services offered by the cantons. To this end, the film production company Schau has transformed typical communication scenes on the topics of jealousy, the exercise of power and surveillance into static and moving advertising media.
Focus on media usage habits
The campaign focuses on young adults. The Forward team analyzed the media usage habits of this target group, derived a tailor-made media strategy and coordinated it with the six cantons. The starting point for the strategy is the content of the advertising material. Their common theme is the location of the people concerned. For this reason, the location and time of playout are also concentrated on the evening hours and thus the time of highest relevance. Digital formats in social media are aimed at people who are afraid to leave the house. Stories, reels and video prerolls on Instagram and YouTube are primarily used. Out-of-home placements, on the other hand, reach those who deliberately avoid the home. This task is fulfilled by ePanels and posters at busy transport hubs such as train stations and hanging boxes on public transport. Ads that link directly to offers of help remain active in Google searches throughout the year.
Responsible for Schau: Manuel Sieber, Jeremy Marugan, Jen Ries and Elia Mannhart. Responsible at Forward: Naomi Habisreutinger, Kevin Frey, Andrea Kloter and Sonam Wieland.
