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<p>‘Enough’ is the UK Government's landmark campaign to tackle violence against women
and girls. It is one of the key commitments in the government’s Tackling Violence
Against Women and Girls Strategy and uses a range of communications channels to help
deliver a generational shift in attitudes and behaviours.</p><p> </p><p>The campaign
comprises three strands:</p><p> </p><ol><li>Challenging perpetrators – to ensure bystanders
know how to challenge abuse when they see it, as well as increasing the unacceptability
of VAWG behaviours;</li><li>Educating young people – to establish healthy attitudes
and behaviours around VAWG; and</li><li>Supporting victims – to ensure they know how
and where to access support and, where appropriate, to report their experiences.</li></ol><p>
</p><p>‘Enough’ was developed in close consultation with over 40 organisations and
academics working on this issue, and they have kindly supported and helped to publicise
the campaign. Results from the first phase of campaign activity demonstrated strong
progress towards achieving the campaign’s ambitions.</p><p> </p><p>Online advertising
is used on different platforms including social media, search engines, online video,
video on demand and digital audio. It aims to achieve a range of objectives, including
deepening understanding of different types of violence against women and girls, and
demonstrating different methods for safely intervening and disrupting abuse. All online
assets are designed to deliver key campaign messages and information without the need
to visit the website, so it is not strictly accurate to describe it as ‘online advertising
for the ‘Enough’ campaign website’.</p><p> </p><p>The website is designed to deepen
people’s understanding of violence against women and girls and the different methods
for challenging abuse. It also includes a comprehensive summary of different support
services, guidance on how to report abuse to the police, and advice for perpetrators
who want to change their behaviour after seeing the campaign.</p><p> </p><p>The total
cost of digital advertising for the Enough campaign - which is intended in part, but
not solely, to drive visitors to the campaign website - was £1,198,627. This activity
took place over the following months:</p><p> </p><p>March 2022 - £620,804</p><p>October
2022 - £109,133</p><p>November 2022 - £468,690</p><p>December 2022 – Costs are still
being consolidated</p>
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