krow Ireland launch ‘Unlock Your Lockdown’ campaign to support Women’s Aid Northern Ireland

krow Ireland launch ‘Unlock Your Lockdown’ campaign to support Women’s Aid Northern Ireland


MISSION Agency, krow Ireland, has announced the launch of a new campaign aimed at highlighting the alarming rise of domestic abuse across Northern Ireland, with statistics revealing there were over 32,000 incidents of this nature in the past twelve months.

The ‘Unlock Your Lockdown’ campaign for Women’s Aid NI aims to provide female victims of domestic abuse with the confidence to reach out, and reassurance that vital help and support is available to them by signposting the support networks which are available across Women’s Aid NI services.

krow Ireland worked alongside Jago, a national and international communications and public relations practice, on the fully integrated campaign which included traditional PR, radio, digital and social media, adshel and pharmacy advertising, as well as a mural painted by local street artist Laura Nelson.

In the past 12 months the Police Service of Northern Ireland (PSNI) recorded over 32,000 incidents of domestic abuse, an increase of 128 on the previous year. Shockingly domestic abuse incidents now account for almost 20% of all police recorded crime.

With latest statistics on domestic abuse in Northern Ireland painting a bleak picture of family life during lockdown for some people, this campaign, the first of its kind in over 20 years for the organisation, will shine a spotlight on the deteriorating situation in the country.

Stephen Roycroft, Managing Director, krow Ireland said: “The creative campaign lets victims of domestic abuse know that they are not alone, and that support is available to help them break away from the cycle of abuse they are enduring. We always strive to make a big impact, and this is something we certainly wanted to do with this campaign. It was a great creative challenge due to the importance of the subject and we were proud to launch the campaign at this and give our support.

“The work that Women’s Aid NI do is extremely important, and we are delighted to have the pleasure of working with the organisation and the team at Jago.”