The #FreeHelen Solidari-tea campaign

ISSUE

In December 2015, a law was passed in the UK that criminalised coercive control, a form of non violent abuse where one partner controls and emotionally manipulates another over a sustained period of time. At this time, coercive control was little understood - even though it is said to be one of the most common forms of abuse.

How does The Archers come in to this?

The Archers had been working with Women's Aid and Refuge to 'raise awareness about this extraordinarily sensitive and painful subject' through the story of Helen and Rob.

The public response to the storyline was huge - The Archers was credited with starting a national debate about the issue and calls to the National Domestic Violence helpline went up 17% in what Women's Aid dubbed "The Archers Effect". Archers listeners were inspired to raise £200,000 for a women's charity.

At this time, Helen felt entirely alone and afraid, just as countless victims of abuse do. We wanted to create a social moment where we could come together to show solidari-tea with Helen and with all of those who, in real life, are walking - or have walked - in her shoes. We asked people to share a cup of tea and a message of solidari-tea, to raise awareness and to show support for those people who need it on the #FreeHelen hashtag.

35,000 tweets with a potential reach of 235 million

The response was overwhelming. In just one week and a half, we received 35,000 TWEETS to the #FreeHelen hashtag.

The campaign had a potential reach of 235 million. Achieved entirely organically.

It sparked the slogan "control is not love" and #FreeHelen trended.

Celebrities lent their support as did women's organisations, charities and thousands upon thousands of ordinary people.

#FreeHelen was also reported on widely in the press.

We'll drink to that!