COPYWRITER
Women's Habitat
Spec Campaign
A social campaign that empowers women experiencing domestic violence to get the help they need, at the right time.
My role: Copy & strategy
Abusers often monitor and control a victim’s online activity, making it difficult and dangerous for women to find help. Sponsored Instagram posts and paid YouTube ads don’t appear in a user’s browsing or in-app history, making them a safe, untraceable communication point. For this campaign, we will use a Youtube preroll and targeted Instagram ads, inviting women to click through to a neutral, private page where they can discreetly book services with Women’s Habitat. This reduces the risk of her abuser seeing her activity and increases the likelihood that she’ll feel safe reaching out.
Traditional phone hotlines are hard to access safely for women under constant monitoring, and Women’s Habitat’s website isn’t designed for quick, discreet action. Once a viewer clicks the CTA on Instagram or Youtube, she is taken to a neutral booking page where appointments can be made anonymously, with a disguised confirmation email if desired. Even if an abuser checks a victim’s Instagram or browser link history, the neutral page is unlikely to raise suspicion, and no explicit instructions about clearing history are included to maintain safety. A "quick exit" button is available to close the page swiftly.
Campaign Process
The Big Idea
One Click Away
The Team
Nikeita MacMaster-McKillop, Caitlin Mahut,
Samantha Amaral, and Frances Bruce
My Role
Copywriting & Strategy
Disclaimer
This project is speculative work created for portfolio purposes only. All brands, imagery, and trademarks remain the property of their respective owners and are not affiliated with this concept.
The Problem
A problem women in domestic violence situations face is getting fast access to support that can help them feel empowered and safe enough to leave. There are countless women’s shelters across the GTA, but many offer only a phone number for contact or resources buried on their websites, which can be challenging for these women to receive support quickly and safely. By providing a hidden, fast option for help, Women’s Habitat can further reduce the barriers to access these women face.
Key Insights
While nearly half of Canadian women (44%) report experiencing psychological, physical, or sexual abuse in an intimate partner relationship at some point in their lives, only 22% of incidents involving women are ever reported to police.
And when women do try to leave, research shows it can take an average of seven attempts before they are able to leave for good; a reminder that escaping abuse is a process and doesn’t happen in one single moment.