Case Study: Welsh Government’s Live Fear Free campaign restores helpline contacts with Freshwater

Welsh Government’s Live Fear Free campaign boosts silent contact 57% with Freshwater

The Welsh Government’s Live Fear Free campaign faced the urgent challenge of communicating the continued availability of 24/7 domestic abuse support during the COVID-19 lockdown, a period when risks increased but helpline contacts had sharply decreased. Freshwater was tasked with developing and executing a rapid awareness campaign to reach those confined at home.

Freshwater created the “Home Shouldn’t be a Place of Fear” concept and implemented an innovative outreach strategy within two weeks. This included a partner marketing strategy targeting essential locations like pharmacies and supermarkets, distributing toolkits and securing placements for helpline details. As a result of Freshwater's campaign, contacts to the helpline returned to pre-lockdown levels, with a notable 57% increase in silent means of contact, and materials were widely distributed through partners including 716 pharmacies, B&Q, and Tesco stores in Wales.