In May 2020 Liverpool John Moores University (LJMU) commissioned onEvidence to develop BAME-targeted health communications and guidance. The COVID-19 lockdown had seen an unprecedented increase in reports of domestic abuse and homicides across the UK. As part of a equality, diversity and inclusion initiative, LJMU wanted to create a campaign to support university staff and students who might be victims or at risk of domestic abuse. Specifically, they wanted to include BAME people who had, for the most part, been ignored in the government’s domestic abuse agenda, and the mainstream media conversation.
About the client
Liverpool John Moores University (LJMU) is a public research university in the city of Liverpool. Our client, Moni Akinsanya, is LJMU’s Associate Director of Diversity and Inclusion.
Background and objectives
Our brief at onEvidence was to develop the project, and to design a campaign based on pedagogic and research evidence to deliver the communication and associated guidance.
- Empower staff and students suffering or at risk of domestic abuse to seek help
- Nurture equality, diversity, and inclusion at the university by recognising BAME communities, male victims, and perpetrators in the communications
- Signpost local and national support organisations
- Provide guidance for staff and students experiencing domestic abuse
- Demonstrate senior-level buy-in
We started with a single issue: Disclosure. Fear that disclosure will not be believed is an important sub-theme for survivors when considering disclosure of domestic abuse. This is the first campaign of it’s type to focus on this single issue.
‘WE BELIEVE YOU’ is a positive expression of support that demonstrates awareness, at university senior management level, of the barriers victims face.
The poster and guidance graphics are designed to focus on BAME people, who are often overlooked in other domestic abuse campaigns, without excluding victims from other cultures.
Project outputs include three photo cards for digital and/or trifold printed flyer/poster format, a comprehensive guidance booklet for staff and students, which includes interactive content, and two domestic abuse awareness workshops for approximately 50 members of staff.
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