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Women’s Aid

Hear the children, or grieve them.

Agency: Hijinks

Description

National domestic abuse charity Women’s Aid and creative agency Hijinks today staged a moving children’s choir performance outside Parliament. It was attended by several ministers from the Department of Justice including Jess Philips, Parliamentary Under-Secretary of State for Safeguarding and Violence Against Women and Girls, Ministers Sarah Sackman and Alex Davies-Jones.

The 19-strong choir of children aged 7-12, who performed a version of the song “Lovely” by Billie Eilish and Khalid, was assembled to reflect the 19 preventable child homicides documented in Women’s Aid’s recent ‘19 More Child Homicides’ report, released on June 17 2025 and maintain pressure on lawmakers to end the dangerous ‘pro-contact’ culture that prioritises the rights of abusive parents over children’s safety.

The project goes live on the day that the government made the momentous announcement to repeal the presumption of parental involvement in the family courts. The decision looks set to end the dangerous ‘pro-contact’ culture placing the rights of abusive parents over children’s safety.

The performance began with all the children singing together acapella, but gradually they all stopped singing one by one until the choir became silent – symbolising how children’s voices and experiences have been so often silenced in the family courts.

Following the stunt, a film of the performance will be published on social media.

The idea builds on Hijinks’ previous OOH campaign for Women’s Aid, which launched in June with the message “Hear the children, or grieve them”.

Gabriel Garcia and Felipe Sampaio, creative directors at Hijinks, said:
“We chose Billie Eilish’s “Lovely” because it captures the quiet pain of feeling unseen and unheard. Its haunting tone mirrors the silence surrounding children whose voices are ignored by the courts. Hearing it sung by a choir of children adds a heartbreaking contrast. This idea centres on turning their voices into a call to action that inspires the kind of change that will protect future generations.”

Hijinks worked with production company Caviar and director of photography Natalja Safronova on the film, with post by Absolute. The production worked with Finger Music and received special permission from Billie Eilish to use her song, and worked with the Young Talent Academy children’s choir and choirmaster Mark Delisser.

The film will run on TikTok as online paid media, and on Women’s Aid’s social channels, including Meta, LinkedIn and YouTube.

The government’s decision today to repeal the presumption of parental involvement has ushered in a new era of hope for countless women and children, who have historically had the courts system used against them by perpetrators as a means of continuing abuse. Women’s Aid believes that despite this significant decision, we must never forget the many children who have been killed because of unsafe family court practices. The charity’s recent report found that in the last 30 years, 67 children have been killed by a parent who was also a perpetrator of domestic abuse, in circumstances relating to unsafe child contact.

Today’s event was set to coincide with the anniversaries of the deaths of Jack and Paul, beloved sons to Claire Throssell MBE, Women’s Aid survivor ambassador, whose deaths could have been prevented. In 2014, Jack, 12, and Paul, 9, were both killed by their father, despite Claire’s warnings that he was a danger to them. Paul died on 22nd October 2014, and Jack on the 27th October 2014. Claire has since campaigned tirelessly with Women’s Aid to stop unsafe child contact with dangerous perpetrators of domestic abuse.

This professional campaign titled 'Hear the children, or grieve them.' was published in United Kingdom in October, 2025. It was created for the brand: Women’s Aid, by ad agency: Hijinks. This Experiential medium campaign is related to the Health industry and contains 2 media assets. It was submitted 2 months ago.

Credits

Client: Women’s Aid
CEO: Farah Nazeer
Head of External Affairs: Isabelle Younane
Communications Manager: Jessye Werner
Senior Communications Officer: Abbie Carr
Senior Events and Conference Officer: Jess Starling
Senior Public Affairs Officer: Bethan Bottomley
Senior Media Officer: Viktoriya Maclugash
Senior Survivor Engagement Coordinator: Anat Toffell
Content Creator: Susha Sooral

Creative Agency: Hijinks
Chief Creative Officers: Marc Allenby & Tamryn Kerr
Creative Directors: Gabriel Garcia & Felipe Sampaio
Design Director: Chris Willis
Head of Social: Sinead Brennan
Chief Executive Officer: Alicia Iveson
Account Director: Laura Spadaro & Maddie Bolton
Head of Production / Executive Producer: Anita Sasdy
Senior Producer: Megan Sturgess

Production Company
Caviar
Director/DOP: Natalja Safranova
Executive Producer / MD: Sorcha Shepherd
Producer: Sachin Chande

Choir
Young Talent Academy
Choir Master: Mark Delisser + Zola Marcelle

Music Written by: Billie Eilish, Finneas O’Connell, Khalid
Artists: Billie Eilish, Khalid
Music Production: Finneas O’Connell
Music Clearance: Finger Music / Christopher Phelps

Post Production
Absolute Post
CEO and Founder: Dave Smith
Executive Producers: Sally Heath, Sian Hagan
Editors: Tom Boucher, Tom Higgins, Ollie Burn
Audio: Ian Arge Hargest and Daniel Payai
Colorist: Marina Soro
Music Recording: Dean Street Studios
Recording Advisor: Radford Music

Photographer: Tilly Wace

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