The Archers has won two awards for its Solidari-tea campaign which harnessed the support of millions of people for Helen as she was about to stand trial for seriously wounding her abusive husband, Rob Titchener.
Solidari-tea was named Most Distinctive Moment of the Year and Best Initiative to Reach New Audiences at the BBC Radio Awards 2017.
Listeners had heard Helen experience of coercive control. Month by month she became more vulnerable and more isolated as Rob tightened his grip on her actions as well as her thoughts. According to Women’s Aid, Helen’s story was responsible for a 17% rise in calls to the National Domestic Abuse helpline which they dubbed “The Archers effect”.
With Helen's future hanging in the balance, Solidari-tea put the call out for people to share of photo of themselves holding a cup of tea in solidarity with Helen, as well as those who have faced similar circumstances in real life.
The Archers cast show solidari-tea
The response was overwhelming. #FreeHelen trended and sparked the slogan "control is not love". Thank you to everyone who took the time to show their solidari-tea.
The judges for Best Initiative to Reach New Audiences were impressed with how the campaign used an innovative approach to build on a high profile storyline. They added: "Women's organisations, charities and celebrities joined with survivors of domestic abuse to spread the story far beyond The Archers' core audience."
The judges for Most Distinctive Moment of the Year said Solidari-tea "took a national talking point and tapped into the deepest emotions of our audience.
"The issue of coercive control is a non-violent form of domestic abuse that is now a criminal offence. Celebrities, listeners and presenters subtly expressed support through social media, raising awareness of this new crime. It was original, simple to follow and engaged thousands."
As we all now know, Helen was found not guilty in September 2016 and was released from prison to rebuild her life with her children. We'll raise a cup of solidari-tea to that!
And the winner is...
