Goodhearts

Emotional abuse is widespread, is often difficult to recognise, and can trigger mental health issues such as post-traumatic stress disorder, anxiety and depression, as well as the compromising of physical health. Studies demonstrate there is also an increased danger of emotionally abusive relationships becoming physically violent. Therefore, it is critical to the community that we approach building knowledge and resilience around abuse from when people are first experiencing intimate relationships, enabling them to not only identify the presence of emotional abuse early and act, but also to acquire the positive behavioural skills that will set them up for a lifetime of healthy relationships.

Our target audience of 16-26-year-olds are regular users of Instagram, YouTube and Tiktok. As such, we will reach these individuals through a social media campaign that will be distributed across these platforms. Our animated communications will relay key facts through scenario-based representations of healthy and unhealthy relationship interactions that are relevant to our audience’s regular experiences. The series is designed to be visually familiar and engaging to our audience, playing upon the symbolism of emojis in electronic messaging and featuring on-trend 1980s-inspired devices, animated graphics and a bright and contrasting colour palette.