SEMRUSH

Domestic Abuse - the unspoken threat of COVID-19

SERVICES:

  • Media Relations
  • Narrative Building
  • Comms Strategy
  • Business Profiling
SEMRUSH

Domestic Abuse - the unspoken threat of COVID-19

SERVICES:

  • Media Relations
  • Narrative Building
  • Comms Strategy
  • Business Profiling
COVID CONTEXT

Working with Semrush, a data and insights platform, we worked to prove the power of data and uncover stories in statistics for data-driven journalism. We revealed the concerning rise in searches for domestic abuse helplines and associated support groups during lockdown.

During lockdown, many narratives were cropping up online from individual domestic abuse charities, to discuss specific first-hand accounts from victims of violence, and the dangers of being confined inside with their abusers.

These were the voices that needed to be loudest, and yet they were the least able to speak.

COVID CONTEXT

Working with Semrush, a data and insights platform, we worked to prove the power of data and uncover stories in statistics for data-driven journalism. We revealed the concerning rise in searches for domestic abuse helplines and associated support groups during lockdown.

During lockdown, many narratives were cropping up online from individual domestic abuse charities, to discuss specific first-hand accounts from victims of violence, and the dangers of being confined inside with their abusers.

These were the voices that needed to be loudest, and yet they were the least able to speak.

DATA PROVIDING THE SCALE OF THE PROBLEM

At a time when individual charities couldn’t show the wider scale of this issue – data could. With Semrush data, media outlets were able to talk accurately about the scale of the problem, rather than airing isolated personal accounts.

We provided a country-wide set of statistics through Semrush based on searches for advice and support on domestic abuse. We compared spikes in searches to ‘typical’ levels of online requests on the topic (before lockdown), and demonstrated that sufferers were being forced to seek support in secret online, to raise awareness of this unspoken danger of lockdown.

DATA PROVIDING THE SCALE OF THE PROBLEM

At a time when individual charities couldn’t show the wider scale of this issue – data could. With Semrush data, media outlets were able to talk accurately about the scale of the problem, rather than airing isolated personal accounts.

We provided a country-wide set of statistics through Semrush based on searches for advice and support on domestic abuse. We compared spikes in searches to ‘typical’ levels of online requests on the topic (before lockdown), and demonstrated that sufferers were being forced to seek support in secret online, to raise awareness of this unspoken danger of lockdown.

UK

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

  • 12.6m: viewers of Semrush stats on Sky News prime time documentary

  • BBC Panorama: we worked with Victoria Derbyshire on a segment on domestic abuse during lockdown

  • 150m+: reach of Semrush stats in 19 other articles
UK

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

  • 12.6m: viewers of Semrush stats on Sky News prime time documentary

  • BBC Panorama: we worked with Victoria Derbyshire on a segment on domestic abuse during lockdown

  • 150m+: reach of Semrush stats in 19 other articles
ABROAD

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

  • Australia: reach of Semrush data in 10 online publications – 24.2m

  • Canada: reach of 5 articles and 1 TV feature – 186.2m
ABROAD

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

  • Australia: reach of Semrush data in 10 online publications – 24.2m

  • Canada: reach of 5 articles and 1 TV feature – 186.2m
MORE

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

  • Winner: 2020 CMA Award – Best use of Content within Media Relations

  • Semrush hosted a global online journalism event in partnership with Sky News about the data-led story

  • Nearly 80 journalists from across the globe registered and became aware of Semrush as a source of reliable and insight-packed data

  • Journalism.co.uk wrote an article about data provision for journalists
MORE

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

  • Winner: 2020 CMA Award – Best use of Content within Media Relations

  • Semrush hosted a global online journalism event in partnership with Sky News about the data-led story

  • Nearly 80 journalists from across the globe registered and became aware of Semrush as a source of reliable and insight-packed data

  • Journalism.co.uk wrote an article about data provision for journalists
THE RESULTS
10
Pieces of coverage
on the Ramadan initiative in 2022, including 2 local BBC Radio interviews
37
Pieces of coverage
on the Ramadan 2023 Hellmann’s Iftar For All initiative, including Sky News, MSN, BBC Radio Manchester and the Islam Channel.
+1 billion
Audience reach
Total combined audience reach in 2023
TESTIMONIALS

“The team at the Media Foundry have been instrumental in working with us to elevate our media stature.

Flexible, strategic, and consultative, the support we have received from the team across a number of comms tactics from issues management and rapid response through to structured thought leadership in often competitive spaces has quickly become recognised and respected throughout our organisation.”

Adam Zeidan,

Global PR, advocacy and research manager at Human Appeal

Adam Zeidan,

Global PR, advocacy and research manager at Human Appeal