In Sweden, by many considered an global equality strong hold and proud standard bearer for women’s rights, there’s over 69,600 cases of domestic violence yearly. 52,000 of those going unreported. Over 75 % never make the light of day enabling perpetrators to continue the domestic terror of partner and children. As a result more than one woman per month dies of the abuse by their partner behind locked doors.

“Sweden has closed more than 81% of its overall gender gap and maintains a strong position in Economic Participation and Opportunity, due to, among other factors, progress on the wage equality for similar work. However Sweden does less well on the Health and Survival subindex, where it sees its small but persistent gender gap in healthy life expectancy widening.” (WEF_GGGR_2017)

To bridge the information gap, break the stigma, educate and activate the passive bystander as well as building reach with a small budget we addressed the issue where it matters the most, at home. The creative idea was to convert the excuse like "I walked in to a door" to empower the abused by making the doors of housing companies communicate the support of the women’s shelter.

Alla Kvinnors Hus, Swedens leading women’s shelter partnered with one of the leading housing companies, Svenska Bostäder, for the campaign “No More Excuses”. The

housing company engraved the edge of their doors with Alla Kvinnors Hus’ website

address and an emergency number victims and relatives can call if they need help

or more information. In addition influencers stepped forward engaging their audience on Instagram and messages across the Stockholm subway, warned travelers to ‘Mind the door’

The campaign was launched on 8 March 2018, International Women’s Day, and was in addition to the doors of the housing company supported by social, digital and OOH messages.

Sweden’s daily paper picked up on the initiative and offered two full page. By then additional housing companies and other business had joined to reinforce the campaign further, making the edge of their doors available to carry the message, activating the passive bystander.

Results are encouraging and all key indicators are at all-time highs.

Media reach 2 000 000.

Private donations: + 730 %

Engagement 8 000 (measured in likes, comments & shares are at all-time highs).

Partner growth increased by over 300 % building relationships with other businesses growing available doors from 10 000 to 30 000. Extending the reach further addressing those in need as well as those that can help with a clear call to action.

But most importantly, victims and their circle of friends seeking information and support increased 21 %.

All results are for the period: 8 March -6 April 2018. As the campaign is ongoing additional donations and partners will grow the figures further.

We literary used one of the most common cliché excuses by the victim – ‘I walked into a door’ as a strategy to build reach, frequency and engagement with clear call to action. We took the solution, through partners, to the core of the conflict, the home of the abused. Laying bare the desperate excuses in a way that didn’t undermine an already fragile and terrified person living in the terror, but rather empower them and their direct surrounding to take action.

“Once we know and are aware, we are responsible for our action and our inaction. We can do something about it or ignore it. Either way, we are still responsible.”

— Jean-Paul Sartre

Alla Kvinnors Hus turns a cliché excuse into a media channel for the abused, to raise awareness of domestic violence.

All Women's House, Sweden's leading Women’s Shelter is a feminist organization and welcomes all who share this view and wants to support it. The organization is based on democratic principles and the commitment of the members. It’s political unbound and runs without profit. The organization operates and manage a house with sheltered accommodation and provides cultural education and information in accordance with the purpose of the organization.

To be truly equal we need to be equally safe. The brief was to build awareness and bridge the information gap between the shelter support and the abused. Reaching out, breaking the stigma and offering a way out. In addition the mission was to engage the bystander, to respond, break the silence and step in to help in a situation where desperation often paralyze persons being repeatedly assaulted.

The objective was to bridge the gap, break through the stigma, protect the abused and raise funds to expand the capacity of the women’s shelter and emergency hot line.