Government Communications Service
GCS Campaign of the Month winner May 2021
Congratulations to the Ministry of Justice (MoJ) and Design 102, winner of May’s GCS Campaign of the Month competition for their “It Still Matters” campaign.
The campaign’s main objectives was to raise awareness among sexual violence victims that support is available and empower them to reach out to those support services.
This is a highly sensitive subject so the creative team needed to go an extra mile in showing genuine empathy, acknowledging how hard it is to speak out about sexual abuse, and reassuring survivors it’s never too late to reach out. They used insight at every stage of the creative development and tested with partners and survivors to co-create the campaign.
This paid-for campaign has been heavily supported by no-cost channels due to a relatively small budget and achieved some fantastic results. In the first weeks of the campaign key partners supplied data showing significant increases in web visits, this included The Survivors Trust (70% increase) Safeline (75% increase) and Rape Crisis (30% increase in online web chats). Overall visits to key partner websites were 62% higher than the benchmark.
The judges said:
“The team created compelling content that spoke directly to survivors of abuse in a way that was evocative yet sensitive. The use of dates and familiar domestic settings from a range of eras was insightful and innovative, helping to deliver the key message that survivors can seek support whenever abuse occurred.”
“We were also impressed by the use and impact of unpaid partnerships in amplifying the messages, both with groups and advocates working in this space and with national media.”
Luke Robinson, Deputy Director and Head of Strategic Communications, Campaigns and Digital at Ministry of Justice, said:
“Recently the CEO of Safeline [charity helping anyone affected by sexual abuse or rape] contacted our team about a victim of sexual violence, who for more than 30 years had suffered in silence, never talking about the abuse he had suffered as a child. That was until he saw our campaign content – which gave him the courage to talk and reach out to support services for help. Stories such as these are why we work in government communications – working with a wide range of partners across the third sector and media to deliver positive social change.”
A representative from Design 102 highlighted:
“Support can be a lifesaver to those struggling through the aftermath of sexual abuse so it was extremely important to get our message right. We were led by survivor voices every step of the way and it’s been incredible to see the spike in calls to charity partners as a result of our campaign.”
Once again congratulations to the team:
- Luke Robinson – Deputy Director, Head of Strategic Communications, Campaigns and Digital
- Katherine Pateman – Deputy Head of Strategic Communications and Campaigns
- Emma Keegan – Head of Campaigns
- Amy Khan – Head of MoJ Digital and Insight teams
- Mylinh Cao – Head of Content and Channels
- Mark McKenzie-Ray – Senior Digital Content Manager
- Lauren Vamplew – Senior Campaigns Advisor
- Toby Bishop – Campaigns Advisor
- Freddie Ibister – Senior Press Officer
- Sami Abrahams – Head of External Affairs
- Sam Whyte – Policy lead for Sexual Violence Policy and Commissioning – Victims and Witnesses Unit
- Catherine Hinwood – Head of Victim and Witness Policy – Deputy Director, Family and Criminal Justice Policy Directorate
- Lauren McGrath – Senior Policy Advisor – Sexual Violence Policy and Commissioning
- Sebastian Ward – External Affairs Fast streamer
- Sacha Ciolino – Senior Content Designer, GOV.UK
- Jane Buswell – Head of Insight and Evaluation
- Giles Gibbins – Senior Insight Manager
- Phil Hobday – Head of Design and Video – Design102
- Leonora Chan – Art Director – Design102
- Rosie Stevens – Design102
- Zach Quirk – Head of Client Team – Design102
- Rachel Kirby – Senior Account Manager – Design102
- Liora Ingram – Strategic Planner – Design102
- Catherine Airey – Creative Copywriter – Design102
- Alastair Mogford – Animator – Design102
- Richmond Owusu – Videographer – Design102
- Rob Thom – Photographer – Design102
- Mike Glover – Videographer – Design102
- Willow Elias-Stagg – Video Producer – Design102
- Konran Morrison – Video Manager – Design102
Find out more about the ‘It Still Matters‘ campaign.
Latest News from
Government Communications Service
Achieving excellence in government media relations22/06/2021 10:25:00
Blog posted by: Alex Aiken, Executive Director, Government Communications, 21 June 2021.
Having a plan15/06/2021 10:25:00
Blog posted by: Dee Cotgrove, Deputy Director, Operations and Professional Standards, 14 June 2021.
5 steps to building generational change14/06/2021 10:25:00
Blog posted by: Alex Aiken, Executive Director, Government Communication, 10 June 2021.
Link shorteners: the long and short of why you shouldn’t use them11/06/2021 10:25:00
blog posted by: Louise Harris, Creative and Channels Team Leader, Government Digital Service (GDS), 10 June 2021.
A day in a life of a Channels and Community Manager10/06/2021 11:10:00
Blog posted by: Vanessa Schneider, Senior Channels and Community Manager, Government Digital Service, 9 June 2021.
Perform at your peak with mentoring08/06/2021 09:10:00
One of the habits of successful people is to talk to their mentor. Steve Jobs, CEO and co-founder of Apple Computer, was Mark Zuckerberg (CEO of Facebook)’s mentor and Maya Angelou mentored Oprah Winfrey.
Why I’m not just a little bit autistic: the wonders of neurodiversity07/06/2021 12:25:00
Blog posted by: David Hopkins, HMRC Digital – Enterprise Platform Services, 3 June 2021.
How focused communication benefitted a vulnerable community facing a surge of COVID-1928/05/2021 10:25:00
Blog psted by: Howard Wheeler, Senior External Affairs Manager, National Resilience Hub, 27 May 2021.