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