Domestic violence charity partners with Twitter to reveal the impact of #HiddenAbuse

Charlie Spargo's picture

Solace Women’s Aid has today launched a campaign to raise awareness around hidden abuse - and offering its support - through a ground-breaking Twitter campaign using a new feature of the platform.

According to the charity, it takes more than six years for a woman to leave an abusive relationship - and many of the signals are hidden from the wider world. Using Twitter's new 'hidden replies' feature, which allows for certain messages to be masked from other Twitter users, Solace is telling the real story behind some happy-looking partnerships.

If violence isn’t obvious or ‘seen’, it can sometimes be ignored, or even normalised. Users will see a Tweet from the charity's account, @SolaceWomensAid, showing a photo of a seemingly happy couple alongside: "This is what domestic abuse looks like."

More intrepid users can then find the 'hidden replies', revealing a video which shows the reality - an abusive and controlling conversation between the two in the photo.

The campaign was created by STACK, the customer acquisition agency of MSQ.

Solace's Business Development Director, Jane Jutsum, said: “Just because domestic abuse doesn’t always result in physical injuries that doesn’t make it any less dangerous. Hidden abuse can take many forms, from controlling somebody’s actions, to alienating someone from their family and friends, to creating an environment of fear and suffering. But some people don’t realise hidden abuse is actually a type of domestic abuse. We believe every woman has the right to a life free from abuse and violence.

"The purpose of the #HiddenAbuse campaign is to remind people that just because you can’t see domestic abuse doesn’t mean it’s not happening. The Hidden Replies feature on Twitter has allowed us to tell an engaging story, one that is based on real-life experiences we hear about everyday and to raise awareness around hidden domestic abuse.

"We hope people get behind the campaign, Retweet it far and wide and help to continue to open up the conversation around hidden abuse.”