As Covid raged in 2020, so too did another hidden pandemic. Domestic abuse against women soared by 43% in Ireland. Our insight told us that the stigma around abuse stops 1 in 3 women from speaking up, so we knew in reality the problem was far worse.
In Allianz, we wanted to do something about it. As an insurance company we protect people’s homes, but we also wanted to help protect the people inside them. Armed with a brand purpose ‘to secure people’s future’, we entered into a partnership with Women’s Aid. Our shared goal was to help women experiencing abuse – and those around them – to start the conversations that would help survivors take steps to end the abuse.
So we introduced everyone to ‘The World’s Strongest Women’.
This was a multifaceted strategic issues-led partnership, aiming to change the way domestic abuse is perceived and lift the lid on the difficult topic. The campaign sought to challenge stereotypical societal norms associated with domestic abuse, of these women being portrayed as victims and domestic abuse being categorised only as physical abuse. Simultaneously we implemented domestic abuse training and tangible supports for our own employees.
This integrated campaign sent out a distinctive message of support for those impacted by abuse and showcased how a company like Allianz speaking out can help start life savings conversations and in turn reduce the taboo surrounding domestic abuse.
The results were as inspiring, as they were heart-breaking, but demonstrated the power in changing perceptions.