Hidden Aid

Creative Conscience 2022 Awards

Our project is founded upon the UN sustainable goal of gender equality. We identified that whilst economic abuse makes up a large proportion of abuse, it goes unseen and is often hidden in plain sight. 

We created ‘Hidden Aid’; a hidden in plain sight campaign to tackle the lack of visibility around economic abuse. The campaign has both In-Home and Out of Home approaches with the safety of women at the heart of all our points of contact, aiming to reach as many as possible with this multifaceted campaign.

We want to make women feel seen.

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Wellbeing Collective website

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The content on our site is protected by the “safety feature” to keep all information hidden. 

At first glance, the site looks like a women's health forum, however, when the user clicks the “safety” button, the information changes to reveal advice on economic abuse, as a first step towards putting control back into the hands of victims. 

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In-Home 

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For our in-home messaging, we will have QR codes discreetly hidden in sanitary towels, which will take users to a website full of information to help give women a fighting chance against financial abuse. 

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Out-of-Home 

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Our out-of-home messaging will speak to women by visually displaying different women's experiences with economic abuse. These stories will reach women in the safety of private spaces dedicated to women, such as bathrooms and changing rooms.