Kvinna till Kvinna Foundation works in 20 countries around the world for women’s rights and equality. We got asked to produce the annual Christmas campaign to raise donations and recruit new monthly donors – this year by focusing on men’s abuse against women during the Christmas holidays. For many women, Christmas is equal to violence and fear. But according to the public picture, it’s all about joy and family time. And in the comfort of your own safe home, it’s easy to forget that it can be the most dangerous place to others.
Although Kvinna till Kvinna doesn’t pursuit their work in Sweden, the massive problem of men abusing women is a global question. We might have come further than others regarding equality in Sweden, but the abuse remains. And just as in every other country, the violence increases during the Christmas holidays – and any other holiday – when we get forced to spend more time at home. When reality shows that 1 out of 3 women is prone to men’s abuse, we can’t just call it a problem anymore. It has turned into a tradition.
The campaign portraits men's abuse against women as an uncomfortably natural part of celebrating Christmas. By unexpectedly putting abuse and violence among cozy, happy traditions, we pictured cheerful scenarios to choke on. Followed by the tagline: "Break the world's most dangerous Christmas tradition. End men’s violence against women". By disturbing the perfect image of Christmas with the harsh truth, we hoped to provoke a reaction strong enough to awake the willingness to do something about it.
45% increase in donations and a 120% increase in monthly donors, compared to previous year (2019).
3180 new followers and 23% expanded receiver range.
23% increase in traffic to kvinnatillkvinna.se, compared to the same period previous year.
As a part of the campaign, we wrote a Christmas novel as an advert in the magazine “Vi”. The fictive story sparked an insight into what Christmas can be like in an abusive relationship. Through Kvinna till Kvinna, it also turned into an audiobook read by Kristina Ewerlöv.
The novel is available on Storytel and kvinnatillkvinna.se.