Newcastle Women’s Aid – brand campaign

No more excuses

1.4 million women and girls in the UK experienced domestic abuse in 2023*.

But it’s a largely hidden crime and women often don’t report or disclose it.

When I started working on this project with Altogether Creative, after visiting the team at Newcastle Women’s Aid, we were determined to get their message across. We knew this was a highly sensitive and difficult subject to handle, so we felt it was our absolute duty to get the tone spot on. From the logo to the tone of voice, we worked hard to make it feel hopeful and to convey warmth and support. We also wanted to make the campaign itself harder-hitting in order to get the message across.

Newcastle Women’s Aid are here to help women and girls find the voice to speak out and this underpinned the creative direction. I worked on establishing a new purpose, brand values, mantra, radio ad and web copy

Altogether’s visual identity takes the NWA shapes and organically joins them together to create an amplified symbol. It’s representative of women and girls’ voices becoming stronger with the support of NWA. The campaign uses quotes from people who’ve experienced domestic abuse and it ran across digital, in-stream radio and public transport to connect with our target audience. On a community level, posters and leaflets were distributed across the city.

*Office for National Statistics.

Radio Campaign

The client also insisted I do the voiceover for the radio ad which was an absolute first. Many strings to one’s bow.

Give it a listen…