Findaway’s Digital Audio Campaign and Social Media Advertising for Domestic Abuse Awareness is creating local impact, reaching audiences across Tyne & Wear and Northumberland to raise awareness about domestic abuse and empower third parties to support those in need. With an impressive average listen-through rate (LTR) of 98.3% via Digital Audio, the campaign minimised wastage, ensuring that nearly every listener engaged with the full audio message. Emphasising Digital Audio’s benefit of only delivering audio adverts when target audiences are actively engaged. Additionally, the audio campaign was converted in to animated video adverts for use across YouTube, achieving a conversion rate of 37.5% during the campaign’s first phase, demonstrating strong engagement and resonance with the public. These results underscore the power of audio campaign advertising combined with social media to drive meaningful awareness and change.
ABOUT THE CLIENT
Findaway is a pioneering project in Tyne & Wear and Northumberland that seeks to educate the public about the nuanced forms of domestic abuse, including coercive control and emotional abuse. Unlike many domestic abuse services that focus primarily on victims or perpetrators, Findaway’s mission extends to supporting third parties – family member, friends, neighbours, and colleagues who are concerned about someone they know. Findaway aims to bridge the gap between families, communities, and agencies to build a stronger response to domestic abuse.
ABOUT THE AUDIO CAMPAIGN
To achieve their goal of reaching those concerned about potential domestic abuse, Findaway launched a multi-phase campaign targeted at Tyne & Wear and Northumbria. The audio campaign included a series of radio adverts, supported by animation videos for their website and distributed as advertising on YouTube managed by Bauer Media’s in house team of experts to ensure maximal results. The audio campaign and social media advertising were carefully timed to coincide with key moments throughout the year, such as International Women’s Day, Euros and the pre-Christmas period, to maximise visibility and encourage community response.
PURPOSE
The Brief
The objective of the campaign was to raise awareness about the role of friends, family, and third parties in recognising and responding to domestic abuse. The audio campaign aimed to promote Findaway’s confidential phone line , encourage the use of resources on their website, and educate the public on recognising the signs of abuse. Findaway sought to establish itself as a safe and supportive resource for those worried about someone else’s wellbeing.
MESSAGE
The Insight
Domestic abuse is often perceived only in terms of physical violence. Findaway aimed to broaden this understanding by highlighting subtle, yet damaging, forms of abuse, such as coercive control and emotional manipulation. The audio campaign and social media advertising emphasised the need for early intervention by friends and family, who are frequently the first to notice signs of abuse. By encouraging third parties to trust their instincts and seek advice, Findaway hopes to build a community approach to tackling domestic abuse.
ACTION
The Solution
Findaway’s campaign included engaging, realistic ads with carefully crafted soundscapes and animations, aiming for a tone that was both relatable and thought-provoking. Audio adverts we delivered via Bauer Media’ s Digital Audio platform – broadcasting to those who listen to any of Bauer’s radio stations via a device connected to the internet, such as a smart speaker. An animated version of the adverts were placed on YouTube to reach a wider audience. The call to action encouraged concerned individuals to visit Findaway’s website for more information on spotting abuse and to access their anonymous phone line for guidance.
CLIENT TESTIMONIAL
“The team at Bauer were really enthusiastic and passionate about working with us on this important campaign. Having people working on this who understood the significance and need for this work was really valuable to us, and to the process of creating the campaign content. The team were responsive, flexible and fast-paced, and open to working collaboratively on all the materials. They were happy to listen to our expertise in this area, just as we were happy to be led by their expertise in the world of digital audio and social media.”
Ciara Barrett Smith – Findaway Project Coordinator
SUCCESS MEASURES
Digital Audio
- Phase 1 (Mar-Apr 2024): Delivered 200,015 impressions with a unique reach of 36,876 listeners and a listen-through rate (LTR) of 98.36%.
- Phase 2 (Jun-Jul 2024): Delivered 200,003 impressions, reaching 32,071 unique listeners, with a 98.24% LTR.
YouTube
- Phase 1 (Mar-Apr 2024): Delivered a total of 81,926 impressions with 30,700 video views. 37.5% of viewers watched a significant portion of the ad.
- Phase 2 (Jun-Jul 2024): Delivered 112,991 impressions and 17,591 video views, yielding about a 15.6% view rate.
Overall, the campaign effectively increased awareness, with Phase 1 showing particular strength in viewer engagement on YouTube, highlighting the effectiveness of time-sensitive messaging in driving interest.
Subsequent phases in November and December aim to further target friends and family in high-risk periods, encouraging proactive community involvement in identifying and responding to signs of domestic abuse. Findaway’s long-term goal is to establish a replicable model for third-party engagement in domestic abuse prevention across other regions, ultimately contributing to a community-wide, zero-tolerance stance against abuse.
Findaway’s Audio Campaign for Domestic Abuse Awareness demonstrates how powerful audio campaigns and digital advertising can be in driving social change and engaging communities on sensitive issues. With Bauer Media’s expertise in media planning, paid social, scriptwriting, and animation, this campaign reached audiences effectively, achieving exceptional engagement rates across multiple channels. If you’re interested in creating impactful campaigns, our team can handle everything from concept to delivery, ensuring your message resonates with the right audience.
Contact us today to learn how Bauer Media’s tailored advertising solutions can amplify your cause or brand.