Health Communication

Domestic abuse guidance for staff and students - Liverpool John Moores University

We believe you. In May 2020 Liverpool John Moores University (LJMU) contacted onEvidence to discuss a BAME-targeted health communication and guidance. The COVID-19 lockdown had seen an unprecedented increase in reports of domestic abuse and homicides. As part of an 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.

We believe you - BAME domestic abuse campaign
We believe you - Domestic abuse BAME victims fear of not being believed and barriers to disclosure
We believe you - BAME domestic abuse campaign for LJMU including Savera, LDAS, Amadudu, Refuge, MDVS and Galop

Our brief at onEvidence was to develop the idea, and to design a campaign based on pedagogic and research evidence to deliver the communication and associated guidance.

WE BELIEVE YOU: Campaign objectives

  • 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 employees and service users when considering disclosure of domestic abuse. This is the first campaign of it’s type to zero in on this single issue.

‘WE BELIEVE YOU’ health communications are 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. Careful research led to signposting of six local and national support agencies.

Project outputs: Three photo cards for digital and/or trifold printed flyer/poster, a comprehensive guidance booklet for staff and students, which includes interactive content, and two domestic abuse awareness workshops for approximately 50 members of staff.

Your organisation can improve domestic abuse safeguarding for employees and services users by adopting this inclusive campaign. We offer tailored content, branding and training workshops to ensure that your safeguarding strategy is bespoke and effective.

Adopt this campaign.