DUBLIN, IRELAND — One in four women in Ireland who have been in a relationship have experienced domestic abuse. To help raise awareness of this issue, Allianz Ireland has launched a campaign as part of a new three-year partnership with Women’s Aid, a national charity dedicated to making women safe from domestic abuse.
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Nothing will ever match the courage and resilience of women living with domestic abuse, and the journey they’ve been on. Walking on eggshells every day, trying to keep themselves and their children safe. In reality, they’re jaw-droppingly brave. They’re resilient, resourceful, and powerful. In fact, they are ‘The World’s Strongest Women’.
Created by In the Company of Huskies for Allianz Ireland, this powerful campaign ‘The World’s Strongest Women’ launches with a film that focuses on four women who showcase real strength in the face of domestic abuse. To bring this to life, the story places the women in a space typically synonymous with strength – the sports world. We see them squat, lift and stretch in determination before giving the audience a snapshot into their reality. Here we reveal that each maneuver is really a survival tactic. A wall squat against the door to keep an abuser out. A stretch to hide money in a financially abusive relationship.
Domestic abuse, which includes coercive control and financial abuse, became more prevalent during the pandemic. This film pays tribute to these courageous women and shows them that they have incredible strength both to survive and to act – to call Women’s Aid for help. The campaign will help break the silence around domestic abuse in Ireland and will run across radio, digital and TV and will include information about supports available.
This public awareness campaign is the first instalment to announce Allianz’s multi-faceted partnership with Women’s Aid, which includes internal training of senior managers, a domestic abuse policy, and supports for their 650+ workforce, plus funds for Women’s Aid. Women’s Aid is a leading charitable organisation working to stop domestic violence against women and children in Ireland since 1974. As protection is at the core of what Allianz Insurance does, their partnership with Women’s Aid is a fitting extension of that.
Speaking about the launch, Mark Brennan, Head of Market Management with Allianz Ireland said: “The issue of domestic abuse is such a prevalent one in Ireland and on hearing about the dramatic rise in reported cases during the first months of the pandemic, we knew we had to do something to help. Allianz’s purpose is about securing people’s futures and giving them courage for what’s ahead, no matter what. For so many women shame and the fear of not being believed is what holds them back from asking for help and we hope to dispel that fear through our campaign by showcasing the true strength and courage of women experiencing domestic abuse. ”
Damian Hanley, Creative Director of In the Company of Huskies continued “We are very proud to work with Allianz and Women’s Aid on this powerful campaign. This film was created by a predominately female team from Huskies and production house Rattling Stick. There are so many women suffering in silence all over the world and we hope this campaign will inspire them to find that strength that’s already inside them to get the support they need. “
The Women’s Aid 24hr National Freephone Helpline is 1800 341 900. Information on Women’s Aid additional services are available at: https://www.womensaid.ie. The 24hr National Freephone Helpline listens, believes, and supports anyone affected by domestic abuse and also signposts callers to all local specialist services around the country.
CREDITS:
Agency: In the Company of Huskies
Executive Creative Director: Damian Hanley
Senior Copywriter: Aoife McCleary
Senior Art Director: Laura Rice
Client Services Director: Sarah Deeny
Senior Account Manager: Kritika Verma
Head of Planning & Behavioural Science: Niamh Murphy
Senior Producer: Ciarán Walsh
Designers: Gavin Feiritéar & Nicole McMahon
Account Executive: Chloe Bates
Client: Allianz & Women’s Aid
Allianz:
Head of Marketing: Mark Brennan
Marketing Communications Manager: Valerie Hedin
Marketing Communications Sponsorship & CSR: Anna McCarthy
Women’s Aid:
CEO: Sarah Benson
Strategic Communications & Fundraising Manager: Christine Sherlock
Production Company: Rattling Stick
Director: Fern Berresford
DOP: Murren Tullett
Executive Producer: Johnnie Frankel, Josie Juneau
Producers: Kelly Spacey
Editor: Rebecca Luff The Quarry
Sound Engineer: Parv Thind Wave Studios
Post Production: Absolute Post
Colour: Juliette Wileman
2D Artist: Ben Robards
EP: Sally Heath
Producer: Ollie Ireland
Production Assistant: Sarah Maerz
Music: Mal Dicen/Beauty Brain
