Case study

Avon: Isolated
Not Alone Avon: Isolated
Not Alone

Avon wanted to ensure domestic abuse survivors, those at risk of domestic abuse and the charities that support them were not forgotten during the pandemic.

Red worked with charity partner Refuge to devise a social movement to mobilise Avon’s 5 million representatives and their networks.

Working collaboratively, we developed global social assets and a unifying hashtag #IsolatedNotAlone, as tools to use in our global call to action.

Alongside our media relations campaign, we recommended an open letter to governments, asking them to review stay at home guidance – making it clear this didn’t apply to anyone at-risk from staying at home – and ensure services had adequate funding.

The global, unifying hashtag #IsolatedNotAlone was conceived to highlight that domestic abuse survivors were not alone, and that help was available.

Avon’s #IsolatedNotAlone campaign ensured that domestic abuse survivors, those at risk of domestic abuse, and the charities that support them were not forgotten

Made
You Look.

16.7 million social reach globally via 361 pieces of editorial coverage across 13 markets.

UK media coverage included interviews with Avon CEO on flagship broadcast outlets including BBC Radio 4’s Today programme, BBC Breakfast and Radio 5.

Made
You Care.

The campaign positively influenced behaviour, with a 120% increase in calls to Refuge following the first day of coverage landing.

Government contributed an additional £2 million for frontline domestic abuse services and delivered updated guidance.

Awards

FINALIST - The Purpose Awards 2021 - Best Public Awareness Cause Campaign (Brand Led)
FINAIST - PRmoment Awards 2021 - Corporate Purpose Award
FINALIST - PRmoment Awards 2021 - Global PR Sector Campaign of the Year
FINALIST - Sabre Awards EMEA 2021 - Fashion and Beauty