The Archers

Refuge

 

In February, fan of The Archers Paul Trueman set up a Just Giving page for Refuge, in order to support a character in the show, Helen, who was experiencing domestic abuse. The Communications team acted nimbly in response, ‘newsjacking’ the campaign to ensure it worked as hard as possible for Refuge and the women and children we support.

Thanks to our efforts, the ‘Helen Titchener Fund’ achieved phenomenal reach. It featured across national newspapers, on the BBC Breakfast sofa and on Woman’s Hour. Via an engaging suite of social media content, Refuge was able to follow The Archers’ storyline in real time, calling out the perpetrator’s abusive behaviour as it happened and sharing vital messages on spotting the signs of domestic violence.

We ensured all of our output included information on where women could seek support, and this produced tangible results: we saw a 17% increase the number of calls made to the National Domestic Violence Helpline, which Refuge runs with Women’s Aid.

Thanks to efforts, the Just Giving page has now raised more than £150,000 for Refuge. This will go towards maintaining our frontline services for women and children escaping domestic violence; it will save and change lives. 

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