The Last Incident

To mark this year’s International Women’s Day, Allianz Insurance and Women’s Aid have launched ‘The Last Incident’, a campaign that aims to raise the alarm about Ireland’s rampant domestic abuse problem and serve as a stark reminder that a woman subjected to domestic abuse reaches out for help every 5 minutes of every day, according to data provided by Women’s Aid*.

Created by In the Company of Huskies, ‘The Last Incident’ reveals the devastating extent of the domestic abuse crisis in Ireland. On a day dedicated to women’s empowerment, an online tracker TheLastIncident.ie, was launched to show real-time moments for women subjected to domestic abuse all over Ireland.

The site tracks live interactions with the Women’s Aid website, highlighting how there’s no break from domestic abuse, even on International Women’s Day. With every click for help, the counter resets back to zero. This is supported by digital and OOH in high-visibility strategic locations.

Women don’t report abuse for many reasons: fear, shame, guilt and concern that they’ll be judged or not believed. In the Company of Huskies aims to highlight on International Women’s Day that domestic abuse is happening right now, and to also let women know that they’re not alone. Through the online tracker, the campaign strives to encourage women to speak up in the hope of bringing domestic abuse to an end. This public awareness campaign follows on from the ‘World's Strongest Women’ campaign which pays tribute to the courageous survivors of domestic abuse.

Women’s Aid is a leading charitable organisation working to stop domestic violence against women and children in Ireland since 1974.