Launch of ‘Unlock Your Lockdown’ campaign
Jago ‘Go Project’ Support for Women’s Aid NI targeting domestic abuse & violence
The latest statistics on domestic abuse in Northern Ireland have painted a bleak picture of family life during lockdown for some people.
In the past 12 months the Police Service of Northern Ireland (PSNI) recorded over 32,000 incidents of domestic abuse, an increase of 128 on the previous year. Shockingly domestic abuse incidents now account for almost 20% of all police recorded crime.
Sadly, for many people lockdown has been a very difficult experience but for those locked into an abusive relationship the fear and trauma can feel like a never-ending cycle.
This was highlighted by the sharp spike in domestic abuse incidents reported to the police during the lockdown period. The PSNI recorded higher levels of incidents during the height of lockdown with 291 more incidents in April and 258 more in May than in the same months in 2019. In April police were dealing with, on average, almost 10 additional domestic abuse incidents per day.
Against this backdrop, Jago approached Women’s Aid NI in June to offer our support to the charity through the Go Project. The Go Project, founded by Jago in 2016, is based firmly on the belief that communications with purpose can play a key role in improving lives.
We developed the ‘Unlock Your Lockdown’ campaign in collaboration with Krow, a leading integrated advertising agency.
For most of us, lockdown is a temporary frustration but for those trapped in a cycle of domestic abuse and violence, it can feel like it is for life, but it doesn’t have to be.
We believe in the power of communications and the messages within the Unlock your Lockdown campaign need to be heard loud and clear right across Northern Ireland.
The creative campaign lets victims of domestic abuse know that they are not alone, and that support is available to help them break away from the cycle of abuse they are enduring.
It has been a privilege to work on this campaign with Women’s Aid. We have been truly shocked by the level of domestic abuse which is taking place on a daily basis in Northern Ireland.
In addition, it has been humbling to learn about the incredible work that goes on at Women’s Aid NI by amazing people who are completely committed to improving the lives of victims of domestic abuse and violence.
This fully integrated campaign, which we worked on with our friends at Krow, includes traditional PR, radio, digital and social media, adshel and pharmacy advertising across Northern Ireland as well radio advertising.
We also enlisted the help of two well known Northern Ireland actresses, Bronagh Gallagher and Bronagh Waugh who both used their voices to bring to life the words of real victims in a very powerful and impactful manner.
We urge you to support this vitally important campaign in any way you can.
Those wishing to make a donation to support the work of Women’s Aid Northern Ireland should visit: justgiving.com/campaign/Unlockthelockdown
Finally, for those affected by domestic abuse and violence, please know that support and information is available at:
- womensaidni.org including information on the local centres covering all of Northern Ireland
- To contact police, call the non-emergency ‘101’ number or call ‘999’ in an emergency. There is a Silent Solutions Service which enables a 999 caller who is too scared to make a noise, or speak, to press 55 when prompted.
- A 24-hour Domestic and Sexual Abuse Helpline is available to anyone who has concerns about domestic or sexual abuse, now or in the past, on 0808 802 1414.
To donate, visit https://justgiving.com/campaign/Unlockyourlockdown