Merman partnered with LADbible to launch a powerful short film campaign marking the 50th anniversary of Women’s Aid.
Directed by Rachel Stubbings and written by Bad Sisters screenwriter Ailbhe Keogan, the campaign was creatively exec’d by Sharon Horgan and Dearbhla Walsh. Targeting 16–25-year-olds, the work aimed to raise awareness around the often-overlooked signs of domestic abuse and coercive control.
At the heart of the campaign was a hero short film, supported by a suite of social-first assets designed to mimick real-life content to spark engagement and relatability. The result was a viral success, generating over 15 million impressions and driving a measurable shift in perception: a 17% increase in men who said they now felt ‘very confident’ in identifying signs of coercive control.
Celebrated for both its creative execution and social impact, the campaign has received multiple accolades, including two Gold awards at The British Arrows.
