The campaign sees Solace Women’s Aid use Twitter’s hidden replies function to highlight the plight of those trapped in ‘hidden’ abusive relationships.
Solace Women’s Aid is running a social media campaign that uses Twitter’s hidden replies feature to raise aware of how domestic abuse can be kept hidden by abusers for years.
The #HiddenAbuse campaign aims to show how domestic abuse can include coercive and controlling behaviour, such as cutting off people from their family and friends, or insulting them.
This can often be ignored and even normalised, according to the charity, which says that it can take, on average, six and half years for a woman to leave an abusive relationship.
To highlight the campaign, the charity is using a Tweet from its account showing a seemingly happy couple, with the phrase “this is what domestic abuse looks like”.
The true reality of this family situation can then be found by clicking on the Tweet and the social media platform’s hidden replies button, which gives users the option to hide replies to their tweets and manage their interactions.
Once the hidden replies button is clicked a video then plays showing the true nature of the couple’s controlling and abusive relationship. Those watching are then encouraged to share the charity’s tweet.
The campaign has been created by the agency Stack, in partnership with Solace and Twitter.
“Just because domestic abuse doesn’t always result in physical injuries that doesn’t make it any less dangerous,” said Solace Director of Business Development Jane Jutsum.
“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.”