In the COVID-19 crisis, one's own domestic environment can become a test of strength for families and partnerships. In phases of isolation and contact restrictions, it also becomes more difficult for affected persons to seek help themselves and confide in others. How can they get help quickly when the centre of their lives is now almost exclusively confined to their own four walls and a call for help is an insurmountable hurdle in view of their domestic situation?
The Federal Ministry of Women's Affairs has reacted directly to this changed and complicated situation with the initiative "Stärker als Gewalt" (Stronger than Violence). Within a very short time, the ministry, with the support of Edelman Germany, developed the high-profile campaign "Zuhause nicht sicher” (Not safe at home) and implemented it in cooperation with the retail chains Aldi Nord and Aldi Süd, Edeka, Lidl, Netto Marken-Discount, Penny, Real and Rewe.
"In developing the campaign, the main focus was on rapid implementation and on bringing practical help to the right places: Until recently, supermarkets were one of the few real points of contact with the target group, because shopping is one of the activities that could only be done in public spaces for a long time. With this campaign, we are providing practical help for people who, especially now in the Corona crisis, are themselves affected by domestic violence or know the people affected," says Thomas Bosch, head of the Public Relations Department at the Federal Ministry for Family Affairs, Senior Citizens, Women and Youth.
With the cooperation of the eight large retail chains, a campaign was launched to capture the attention of affected individuals and direct them to the help offered on the website. This was achieved through information posters entitled "Zuhause nicht sicher?", which, at a glance, clearly convey where help can be found. Information is now being provided step-by-step on posters, displays, sales slips and private label products in up to 26,000 supermarkets throughout Germany.
A social media campaign, which Edelman developed for the "Stärker als Gewalt" initiative, is also helping amplify the message online. All cooperation partners have also integrated the information on their own websites and channels. The campaign also goes one step further by appealing to society as a whole: calling on people to show their support by displaying the "Zuhause nicht sicher" information poster in their own hallway, health practices or on notice boards. Neighbours in particular are being called on to pay attention to alarm signals and to offer help in this challenging situation. The poster template and an information sheet on "Stärker als Gewalt" can both be downloaded from the initiative's website.
Another important activation strand is the involvement of the initiative's specialist partner organisations as well as local and regional authorities and companies, who are taking part in the poster campaign and thus also drawing regional attention to the topic and measures against domestic violence.
"We are delighted and very proud to be able to implement this important campaign as part of the 'Stronger than Violence' initiative for the Federal Ministry for Family Affairs, Senior Citizens, Women and Youth," says Christiane Schulz, CEO Edelman Germany.
Edelman is implementing the communication for the “Stärker als Gewalt” initiative in a fully integrated and in-house manner. The Federal Ministry for Family Affairs, Senior Citizens, Women and Youth awarded the contract for the publicity campaign to Edelman at the beginning of October 2019. It is to run until the end of 2021. Further focus campaigns on recognising violence and taking action are planned for the initiative in the future.