Women’s Aid Reframes Domestic Abuse as Ignored Public Emergency

Creative company House 337 and the charity Women’s Aid are launching The Ignored Emergency, to help people realise how deadly and prevalent domestic abuse is in the UK. At least one woman per week [1], on average, is killed by a male partner or ex-partner. But unlike other life-threatening issues, people don’t understand the scale of the problem because it happens behind closed doors. To address this awareness gap, the new campaign emphasises that domestic abuse should be recognised as a public emergency - just as serious as a fire or traffic accident. The Ignored Emergency reveals the stark reality: 

• Women are 50 times more likely to be injured by their partner than in a house fire and are twice as likely to die at their partner’s hands than from smoke or gas inhalation. 
• Women are over three times more likely to be killed by a partner than by not wearing a seat belt.
• Only one in five Britons believes that the scale of domestic abuse in the UK exceeds that of car accidents or house fires. 

The campaign spans online, digital OOH, radio, social, press and influencer, using a creative approach that mirrors the tone and style of traditional safety films and public service announcements. This familiar format draws audiences in, leading them to believe they understand the message - only for the true focus to be unveiled. We’re taught from a young age how to keep ourselves safe from fires and accidents, but there are no public broadcasts about a problem that is killing women weekly. By reframing domestic abuse as a public emergency that we can’t ignore, the campaign seeks to raise funds for the life-saving services that Women’s Aid provides. 

Sarah Hill, chair of Women’s Aid said, “Even when their lives are at risk, financial barriers make it impossible for many women to escape abuse. It can cost over £50,000 for a woman to leave an abusive relationship safely. We recently estimated that at least £516 million is needed to ensure that all women and children have access to specialist domestic abuse services.” Hill added “Domestic abuse must be recognised as an emergency. We need to help society see it for what it truly is, which is why we’ve repurposed the familiar format of a public safety campaign to spotlight the horrifying statistics: women are more unsafe with a partner than unbuckled in a car or sitting in a smoke-filled room.” 

The campaign features two key films: 'Fire Safety' and 'Car Safety.' Each film is styled like a classic safety video, depicting familiar emergency scenarios that audiences instinctively know how to respond to. In each scene, a woman navigates one of these recognisable situations, creating a sense of reassurance. But just as this comfort settles, the narrative pivots sharply, placing the protagonist in a domestic abuse scenario instead. This stark juxtaposition between the familiar and the unforeseen - both visually and audibly - highlights the extensive, often hidden nature of domestic abuse and the lack of awareness around it. The campaign shares alarming statistics on domestic abuse, as well as the emergency method for reaching help which can be a lifeline for those facing domestic abuse: by pressing 55 after dialling 999, callers can signal to operators that they need police assistance, allowing them to receive urgent help without having to speak. 

"In emergencies like fires or car accidents, strangers and emergency services rush to help, often risking their own lives. But for women facing domestic abuse, just being believed is often only the first step. Help too often doesn’t come - it’s terrifying, isolating, and the truth emerges only when it’s too late. For many, it remains out of sight, out of mind.” said Louise Canham, associate creative director, at House 337. Louise added "We know the statistics are shocking. But as humans, we often feel a deeper connection when confronted with the harsh reality first hand. When we compare it to something universally horrifying, like a fire or a car accident, the gravity of domestic violence against women becomes impossible to ignore.” 

House 337 collaborated with award-winning director Emma Brandershorst, known for her work on social themes from a female perspective. She addresses serious issues - like poverty, shaming, and the experiences of war-affected children - using a lighter, authentic 'slice of life' approach. Her 2022 short film Spotless, highlighting period poverty, won multiple awards, including the Berlinale’s Krystal Bear, Cinekid’s Best Short Film, Gold at the Young Director Awards, and the Grand Prix at Regard, qualifying it for the 2023 Oscars. Emma was produced by The Corner Shop - the BAFTA and Emmy Award Winning Production female and minority run studio. 

Emma Branderhorst, director at The Corner Shop said, “As a female director, I feel a deep responsibility to use my voice. Partnering with Women’s Aid, we’ve created films that confront the harsh truth: women in our society are still not safe, a reality underscored by recent setbacks in women’s rights.” Emma added “Through scenes like a burning house or a car accident, we immerse viewers in the immediate urgency of an emergency - moments everyone recognises, where help arrives without question. Then comes a stark shift: we reveal that these women live in a perpetual state of emergency, yet help never comes. With these films, I strive to contribute to a world where domestic violence is no longer tolerated and women can feel safe. As a director, I bring urgent issues to light and challenge people not to look away” 

Launching online on Tuesday, November 12th, the campaign will roll out across social media, digital out-of-home (DOOH), and radio, supported by a group of key influencers. In partnership with Clear Channel and Ocean Outdoor, the digital OOH will be displayed in major UK cities, including London, Birmingham, Nottingham, Glasgow, Dundee, Southampton, and Manchester. 

Lucy Freedman, chief growth officer, House 337 said, “We want people to take an active role in supporting their friends, family, neighbours, and communities. Without donations, Women’s Aid can’t continue to be the vital emergency service it is for so many women. House 337 supports Women’s Aid through our work for the charity, we ask that others galvanise together, to Be Women’s Aid; through awareness, action, and donations.”