The World's Strongest Women

The solution

Following in-depth discussions with survivors, we discovered that while every story of abuse was different – from physical to financial – a clear pattern emerged: the jaw-dropping strength of these women. But how would people ever see this strength, if they only ever see these women as helpless and broken in the media? And more importantly, how could we help these women see it in themselves?

We flipped the narrative. And introduced ‘The World’s Strongest Women’.

We launched with a powerful film that borrowed from a sphere  that was typically synonymous with strength – sports. Then we pulled the rug.

And revealed that real strength was the daily act of survival. A squat against the door to keep a violent perpetrator out. A stretch to hide money in a financially abusive relationship. A sprint to protect and comfort a terrified child. A lift of suitcases to leave a coercive partner. The perpetrator appearing only as a menacing voice or silhouette.

We showed them that calling Women’s Aid for help, or even just making it through another day safely, proves they are the Strongest Women in the World.