
This Has To Stop
A bold campaign led by Redbridge Borough Council to tackle violence against women and girls (VAWG) and shift the burden of change onto perpetrators.
We partnered on
Campaign branding including naming, strategy, and delivery.
Visual Brand includes
Logo and logomark
Brand guidelines
Colour palette
Typography
Bespoke illustrations
Social media assets
Campaign posters and banners
Public installations (graffiti, gobos, digital)
Event materials (table talkers, gazebos)
Graphic packs for partners
Verbal Brand includes
Campaign name
Messaging and tone of voice
Communication strategy
The challenge
Redbridge Council set out to challenge sexist behaviour and VAWG head-on—moving away from reactive messaging that targets women’s behaviour and instead focusing on perpetrator accountability.
High-profile cases of violence in the borough had drawn attention to the urgent need for culture change. The council wanted to create a campaign that felt unapologetic, direct, and driven by the voices of local women.
The solution
In collaboration with Social Engine and the Redbridge team, we crafted a powerful campaign identity grounded in behavioural insight.
The name, This Has To Stop, was chosen to reflect urgency, anger, and zero tolerance. A strong, typographic visual identity supported by hand-drawn illustrations and a restricted colour palette made the campaign instantly recognisable across the borough.
Photography featuring local police officers—tasked with issuing on-the-spot fines for street harassment—was used throughout the campaign to reinforce accountability and public awareness.
This Has To Stop was covered widely in national media and is recognised as a standout example of systemic, borough-wide behaviour change.
Our team
Elizabeth Elcoate - Visual Design Lead & Brand Strategist
Mike Williams from Civic - Project Lead, Brand Strategist, Writer