We leveraged impactful Gen AI imagery and attention-grabbing headlines in our national billboard campaign for Hestia’s “Safe Spaces” campaign, importantly signposting survivors to thousands of discreet support locations across the UK.
Challenge
Domestic abuse incidents often spike during winter due to increased isolation and financial stress. Hestia’s "Safe Spaces" initiative provides private rooms in banks and pharmacies for survivors to seek help, but awareness remains a barrier. We came onboard to create an impactful UK-wide campaign to ensure those at risk knew exactly where to find a lifeline in their local community.
Approach
We developed a powerful visual narrative that illustrated the gradual, often quiet escalation of domestic abuse during the holiday season.
Gen AI Imagery: We utilized generative AI to create evocative, high-fidelity visuals that captured the emotional gravity of the cause while ensuring the total anonymity and safety of real survivors.
Strategic Visibility: Designed for JCDecaux’s "Community Channel," the creative was rolled out across high-visibility billboards in major hubs like London, Manchester, and Birmingham.
Destigmatizing Support: We framed everyday high street locations—like banks and pharmacies—as accessible, safe havens for those in crisis.
Results
National Scale: Launched across a massive OOH network in the UK’s busiest city centers.
Institutional Backing: Supported by a coalition of partners including Boots, Nationwide, NatWest, and Santander.
Life-Saving Awareness: Amplified thousands of designated Safe Spaces, providing a discreet escape plan during the year’s highest-risk months.
