This Has To Stop
This Has to Stop a multi-year initiative by Redbridge Borough Council to tackle violence against women and girls (VAWG) in Redbridge.
We partnered on
Campaign brand including naming, strategy and delivery.
Visual Brand includes
Logo
Brand guidelines
Social media assets
Illustrations
Colours
Typography
Lamp post banners
Railing banners
Posters
Graphic packs
Grafitti
Gobos
Table Talkers
Digital instaltions
Gazebos
Verbal Brand includes
Naming
Messaging
Comms
Our team
Elizabeth Elcoate - Creative Director, Brand Strategist, Designer
Mike Williams from Civic - Project Lead, Brand Strategist, Writer
The challenge
Redbridge Borough Council aims to challenge sexist behaviour and violence against women and girls head on.
In recent years too many women in Redbridge have suffered at the hands of violent men, from the tragic and violent murders of Maria Rawlings and Zara Aleena to the everyday micro-aggressions that leave women and girls uneasy walking its streets
The This Has To Stop programme aims to end the harassment and abuse of women and girls, making it clear that in Redbridge, there is ‘No place for abuse’.
Informed by the experiences of local women and backed up by research into what works, the campaign encompasses a wide-ranging programme, including projects with schools, community groups, service providers and businesses.
The work, which is based on behavioural insights, is designed to disrupt and counter the actions of perpetrators, enlist and equip bystanders, and contribute to culture change across the borough.
Our work
We worked closely with the team at Social Engine and the Redbridge team to create a strong and arresting brand.
The name is an expression of anger and unacceptability, it draws a line - speaking to individual behaviour as well as the need for broader cultural change. The visual brand strongly communicates this too using a limited colour palette, bespoke hand drawn illustrations, and strong typography. The logomark communicates that there is no room for negotiation - this has to stop.
The graphic nature of the illustrations combined with the strong typeface and bold colour palette make it recognisable across the borough. These elements support the incredible photography that Redbridge Council commissioned of members of the police force who are now patrolling the streets of Redbridge and issuing up to £1000 fines for anyone seen harassing women on the street.
Too many women’s safety campaigns have focused on women’s behaviours, but this wide-ranging behaviour change initiative puts the focus squarely on men, the primary perpetrators of sexist violence. The campaign has been covered by both print and broadcast media. Here’s a good overview of the initiative by The Evening Standard.
Further projects
