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Campaigns

JWA-2016_FaceTheTruth

You can learn about our latest IDEVAW campaign for 2016 (above) by clicking here and can read more about our previous campaigns below.

1 in every 4 women experiences domestic violence in her lifetime and the Jewish community is no different. She could be your friend, relative or neighbour. She may be you.

JWA’s aim through our media campaigns has been to deconstruct the myth and present the reality: that domestic abuse affects the Jewish community just like any other; and to bring both the closeness and the impact of the experience home using arresting creative routes, copy and visuals. Please click here if you would like to make a donation to support our work.

On average a woman will experience 35 incidents of domestic abuse before she seeks help. Those statistics apply to the Jewish community just as it does to any other. And yet there is a reluctance within the Jewish community to accept that this is the case. Reasons for the reluctance include the perception that since family life is so highly valued within Judaism and Jewish life, domestic abuse could not possibly be as prevalent as it is elsewhere. For the same reason, some feel that there is an intensified stigma attached to acknowledging being affected by domestic abuse.

Our campaigns (which are planned to coincide with IDEVAW – the annual International Day for the Elimination of Violence Against Women) are designed to raise awareness, challenge misconceptions and act as a catalyst for change – but they also aim to raise vital funds to support our work and to actively promote our services to women who need our help. In the last year, since running our 2015 campaign, the demand for JWA’s services has increased by over 50%.

 

2015 IDEVAW Campaign

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In our 2015 campaign we set out to challenge the stigma and misconception of domestic abuse, by placing the bold message “Domestic violence happens in this area” on posters of various sizes in and around Jewish locations across the UK – including Golders Green, Borehamwood, Temple Fortune and Finchley, as well as in Leeds and Manchester. This included a large 48 sheet billboard on a major junction in North West London for three months.

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The campaign utilised outdoor media, posters in local areas and extensive use of social media. The posters featured an image of a map with a location pin floating above it (which is actually an upside down version of the JWA teardrop logo) to emphasise how domestic abuse is taking place on our door steps and is affecting Jewish women in our own local communities.

JWA’s committed team of volunteers supported the campaign by ensuring that the poster was displayed in dozens of shops, offices and Jewish environments across the country. The provocative campaign messaging was intended to make people think differently about domestic violence and consider that it is taking place around all of us, even if we can’t actually see it happening.

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2014 IDEVAW Campaign

In our 2014 campaign we focused on the fact that it isn’t always possible to see when a woman is experiencing domestic abuse. Often behind the smiles of the images we portray externally lies a hidden truth. The campaign focused on the reality that what we see isn’t always the whole story, particularly in cases of domestic abuse which often lie hidden behind the facarde of the women and families affected.

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In a pioneering ‘twist’ this year we utilised ‘augmented reality’ to help meet our communications objectives (see example video below). Augmented reality is a technology that superimposes a computer-generated image on to a user’s view of the real world, in this case a video displayed over a specific image when viewed through a smartphone or tablet.

Just as the signs of domestic abuse are not always immediately visible, the images used across the campaign (of a Jewish family photo being shared on social media) contain a hidden layer that can only be accessed through the ‘Aurasma’ augmented reality app that is available to download free on smartphones or tablets. Scanning the campaign image with the app launches a short video that floats above the advertisement or mailer being viewed, and this in turn reveals the ‘behind closed doors’ story of one of JWA’s clients. You can watch the short campaign video that plays as an overlaid layer on to the advert below:

 

2013 IDEVAW Campaign

In our 2013 campaign we sought to raise awareness of domestic abuse in general and specifically of the fact that it affects women of all ages within the Jewish community.

In the three examples we have picked from hundreds of cases, we have highlighted the experiences of a teenager, an expectant mother and a retired grandmother who all experienced domestic abuse.

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In our previous campaign, we used a stark, hard-hitting strip ad series to illustrate the powerful, corrosive effect of a perpetrator’s emotional and verbal abuse, addressing the words to the reader directly in the first person to intensify the experience and project readers into better appreciating the effect of such degrading and debilitating treatment:

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In our series of photographic campaigns we approached the challenge by presenting strong images designed to overturn the misplaced denial and complacency through the use of a simple, double-sided truth: ‘Domestic abuse. It’s closer to home than you think’; and ‘Things aren’t always what they seem’.

We underpinned and expressed those messages visually by taking familiar every day images and concepts such as that of smiling faces looking out from a happy family photo taken at a celebration; or the notion of the seemingly happy, functional family – and illustrating that behind those appearances, things are very different from the impressions created. In each case, the media campaigns were underpinned by a fundraising leaflet designed to emphasise the message, raise awareness and elicit much-needed funds for JWA services.

In the first case, the camera-ready smiles belie the miserable, traumatised lives of women and children intimidated and damaged emotionally, psychologically and physically by domestic abuse.

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In the second case, the pictures of successful, communally active, socially well-connected parents and cheerful, busy children hide the underlying reality: that of frightened, damaged youngsters, a bullied, attacked wife and an aggressive, abusive husband and father. They could be our friends, family, neighbours or synagogue acquaintances.

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We have also run a viral Facebook and Twitter campaign centred around a short film which exploded the myth that domestic abuse does not occur in the leafy suburbs and friendly neighbourhoods in which the UK’s Jewish populations are clustered – that here too, on our doorstep, and quite different from the frequently projected idyll of family life, domestic abuse is taking place, every day, every month, every year, destroying the lives of thousands of women and children.

Please feel free to Share, Like and Tweet our campaigns.

If you are affected, please call our confidential Freephone helpline on 0808 801 0500.

If you can help us financially please donate online or send a cheque to JWA, PO Box 65550, London, N3 9EG. We depend on the generosity of the Jewish community for over 90% of our work.

Domestic abuse. It’s closer to home than you think.