Hidden abuse discovering the hidden truth about domestic abuse on twitter

Client: Solace Women’s Aid

Agency: Twitter UK and Stack

Twitter and Solace Women's Aid broke new ground by utlising Twitter’s newly launched 'Hidden Replies' feature to reveal the hidden story behind a selfie of what appears to be a happy looking couple. In doing so they cleverly spread awareness that just because you can’t see abuse doesn’t mean it’s not happening. The campaign drove 12m impressions, 7k+ engagements and most importantly encouraged 10 people to come forward via Twitter and seek help and guidance from the charity to get them out of an abusive relationship.