Leeds Domestic Violence Service
This case study looks at a influencer campaign with Leeds Domestic Violence Service (LDVS) and the Safer Leeds team.
By effectively utilising this method, cross-platform, I was able to raise awareness about domestic violence during The White Ribbon Campaign.
This case study showcases the power of collaboration and strategic placement, blending traditional and digital marketing to create a powerful and impactful message.
The team faced the challenge of effectively reaching and engaging with the male population of Leeds during The White Ribbon Campaign. Their goal was to raise awareness about violence against women and encourage men to seek help. However, their budget was limited, ruling out expensive brand-driving advertising options like TV and out-of-home campaigns.
With resourceful thinking, the team turned to strategic partnerships that would resonate with men in Leeds. The first and most significant partner was Leeds United, known for its massive male following and commitment to supporting local social causes.
Together with Leeds United, I developed a compelling video featuring the footballers. They explained the impact of domestic abuse and the vital role men play in ending violence against women. The video was strategically shared on social media and YouTube, amplified by the players themselves.
Taking the campaign beyond digital platforms, the impact was magnified on a match day against Middlesbrough. Leeds United players sported White Ribbon t-shirts during the warm-up.
Information about The White Ribbon Campaign also adorned the Match-Day Programme, sideline billboards, and the big screen. The team then shared these images across their social media channels, further extending the message’s reach. The collaboration didn’t end there; the Safer Leeds team, Leeds City Council, The White Ribbon network, and partners all joined forces to propagate the message. As a result, the message reached beyond Leeds, reaching anyone who tuned in to watch the match that night.
Instagram Followers Reach
Average TV Viewers
High Impact Influencer Campaign
Strategic Collaboration Success
