Minimal use of paid media, maximum return: with an extremely low budget, the women's shelters achieve media coverage worth CHF 1.5 million, high social media engagement and more than 700% additional traffic on the women's shelters website.
Although 42% of all women in Switzerland also experience violence in relationships, this issue and Swiss women's shelters barely play a public role. What is needed is: a rational and comprehensible basis for an emotional appeal. With a representative basic study, Swiss women's shelters are therefore putting the issue of relationship violence on the public agenda in advance. A small but emotionally moving online and offline campaign then intensifies discussions in many traditional media and social media. Together, the combination of measures also ensures a lot of website traffic for the women's shelter umbrella organization DAO and generates - as it were “on-top” - an actually unintended donation contribution.
