Christmas 2010 - Stop Blame

It is well documented that society often holds the victim responsible to some degree for an assault, and also that victims fear being blamed. The aim was to lessen the taboo in reporting these crimes and increase the rate of recognition of rape and assault as being the crime, rather than the victim’s demeanour, dress or alcohol consumption.

The campaign website contained a video, comments section, frequently asked questions, further information, links to other key campaigns, and a myth busting page. The website was supported by digital advertising, on Facebook, bus stop and telephone box posters and a radio advertisement.

Results

• Radio - There were 2,379,062 opportunities for people across Wales to hear the adverts.
• Website - 9,500 visitors from 79 countries, with 78 comments posted, 53% very positive and 23% very negative, the rest more neutral.  82% of traffic to the site was driven by Facebook advertisements and 86.6% of total traffic came from referring sites (e.g. blogs).
• YouTube - 4,000 viewings with an equal gender split.  54% audience fell within the target audience age-range of 16-35. The campaign video was accounted for 62% of all video viewings on the Assembly website for the Christmas period.
• Posters - 132 posters for 2 weeks, with 21 remaining up for a further 2 weeks. Estimated audience reach – 565,000 people.

Feedback from stakeholders, both those involved in pre-testing the campaign and those with no involvement in its development was very positive. Qualitative support for the campaign can also be measured to some extent by analysis of comments posted to the site.

While the majority of comments were either strongly supportive (53%) or strongly critical (23%) of the key campaign message, there were plenty who posted opinion or comment that indicated that the campaign had been thought provoking and had challenged their stance on the issue.

View: Stop Blame video on YouTube (External link)