UK domestic violence charity Refuge and beauty product retailer Avon have teamed up to launch a new interactive campaign.
Called ‘Support A Friend’, the campaign is slightly different to previous ones that highlight the issue of domestic abuse as the target audience is not the victims themselves, but friends and family of those who may be suffering domestic violence.
It aims to reflect the fact that one in four women will suffer domestic abuse at some point in their lifetime.
The ‘Support a Friend’ campaign is made up of nine videos on youtube. Eight of them ask the viewer a question at the end, and the answer selected by the viewer determines how the video plays out. The ninth video drives viewers to the campaign website.
To help boost the launch of the campaign, Refuge and Avon used crowdspeaking platform Thunderclap to reach more than one million people. Twitter users can also follow the campaign by using the hashtags #supportafriend and #1in4women.