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What's it going to take?
''What's it going to take?'' is a British print and poster campaign launched in 2007 by Women's Aid to boost awareness of domestic violence against women in the United Kingdom. The campaign, handled by advertising agency Grey London, comprised photographs of nine female celebrities made-up to appear as though they were the victims of domestic abuse. The campaign received substantial media attention, with commentary appearing in ''The Daily Mail'', ''This Morning'', and ''Marie Claire'', among others. The ''What's it going to take?'' campaign went on to win a number of honours within the advertising industry, including prizes at the 2008 Creative Circle Awards and the Aerial Awards.
==Background==
Women's Aid was established in 1974 as an umbrella organisation for several feminist charities aiming to end domestic violence against women and children, including molestation, rape, and sexual harassment. For the next thirty years, the organisation worked with a number of advertising agencies to promote its cause, including Ogilvy & Mather,〔"Connections: OgilvyOne scoops Caples win for region", ''Media Asia'', 8 March 2002.〕 McCann Erickson,〔Whitehead, Jennifer; "(Poster ad uses Another Boxing Day line to fight violence )", ''Brand Republic'', 13 December 2004. Retrieved 23 May 2010.〕 and Mediaedge:cia.〔"(Media: Strategy Analysis - Tackling domestic violence in private ), ''Campaign'', 16 September 2005. Retrieved 23 May 2010.〕 However, despite numerous publicity campaigns over the years, by 2005 the charity's own research suggested that less than 16% of the public were aware of the existence of Women's Aid. Through a personal relationship between a pair of employees at the two organisations, Women's Aid were taken on as a pro-bono client by agency Grey London in 2005.〔"(Pro Bono Work: Agency Viewpoint - Grey London (Contract with Women's aid) )", ''Marketing Week'', 12 March 2009. Retrieved 23 May 2010.〕〔"(Hotline: Grey London appointed to handle Women's Aid's account )", ''Campaign'', 30 September 2005. Retrieved 23 May 2010.〕
The first product of this new collaboration was the 2006 ''Valentine's Day'' campaign. With a budget of £500, Grey London made strategic purchases of media space in newspapers and radio with a reach of about 2% of the UK population. Through an effective public relations campaign, this exposure was leveraged to the point where 52% of British adults saw the advertisements at least once. The campaign went on to win a number of awards in the advertising community, including an EFFIE Award for Socially Responsible Advertising and an IPA Effectiveness Award.〔"(Grey EMEA Lands Hat-Trick at EACA Euro Effies )", ''PR Newswire'', 27 September 2007. Retrieved 23 May 2010.〕〔Sands, Marc; "(IPA Effectiveness Awards 2006: Bronze Awards )", ''Campaign'', 3 November 2006. Retrieved 23 May 2010.〕 Moreover, the campaign was financially successful. Women's Aid recorded an increase of 25% in traffic to their website and a substantial increase in the number of donations following ''Valentine's Days run.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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