Agency: Client: Avon
Avon's #IsolatedNotAlone campaign ensured that women and families experiencing domestic abuse during lockdown were not forgotten during the pandemic.
Having supported domestic abuse charities globally for more than 15 years, Avon took action when its network of NGO partners alerted it to the distressing reality that the Covid-19 pandemic was exacerbating the already dangerous situation for women and children affected by domestic abuse.
Activated across 30 countries with support from charity partners, Avon's campaign married social and traditional media outreach, an open letter to governments and the release of US$1million funding, to both drive awareness of the issue for at-risk women, and to allay the issues facing frontline support services.
The campaign drove an increase in the numbers of women reaching out to services for help, gave financial support to 50 NGOs in 37 markets, and saw genuine changes to government behaviours which benefited frontline services and the women they support.