‘Killed Here’ won Gold in Charity or Not for Profit at The Drum Awards for Marketing. This campaign, funded entirely by pro bono efforts, used English Heritage plaques to raise awareness about domestic homicides, lobbying for law change and ultimately achieving legislative reform.
If a person is killed outside the home, the minimum sentence is 25 years. But if someone is murdered in the safety of their own home? Just 15. And the victims? Mostly women, murdered by partners with a history of coercive control, in brutal acts of overkill. With a female founder, a female CD, and staff of 85% women, we felt compelled to act. And so, the notion of using English Heritage plaques as a visual symbol to talk about domestic homicides, was born. But instead of their iconic blue, they turned ‘black and blue’. A far cry from their usual celebratory function.
Armed with a creative concept and a cause, we approached Killed Women, a charity supporting the bereaved families of women who were killed by men. Over months, we worked to gain the trust of seven families whose daughters were murdered in their homes - they told their stories, and agreed to take part in the campaign. Plaques of their loved ones were created in their memory, and gifted to each family. These were then placed on the victims’ houses where they were murdered, then taken to Westminster to lobby Government. The families’ plea: ‘Murder is murder, change the law’.
We had two objectives: To raise awareness of the charity, Killed Women, and ultimately, to change the law. We did both. At the end of last year, both founders of Killed Women received OBEs on the Honour’s List, receiving letters from the King. But most importantly, the law changed.
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But most importantly of all, we changed the law.
You’re going to see a lot of entries backed by ad agencies, with big juicy media partnerships. Not this one. Every penny of Killed Here was funded entirely by Earnies, pro bono, in our first year as a business. The gravity of the campaign’s cause meant most of our suppliers supported this for free.
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£3,597.85
Earnies
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