Red Flags

Domestic abuse charity Refuge is following up on its Make the World a Refuge campaign with a sea of red flags at London’s Outernet. The installation will feature quotes from domestic abuse survivors to highlight the often unseen, unrecognised and unreported forms of harm and control that women face.

Created by London-based agency AMV BBDO, who partnered with Pixel Artworks and Collective Studios, the campaign will run at the Outernet immersive space in Charing Cross Road for the whole of March 8th, International Women’s Day.

Whilst 1 in 4 women across the UK will experience domestic abuse in their lifetime1, Refuge’s research shows the prevalence of domestic abuse is not widely understood, with 74% of people underestimating or not knowing the prevalence of domestic abuse in the UK.

On average, nearly 80% of people would report physical abuse. However, when it comes to the less talked about sides of domestic abuse, such as coercive and controlling behaviour, technology-facilitated, financial, and psychological abuse, recognition is far lower. Just 39%2 of people say they would report these less understood forms of abuse.

Using the often-trivialised image of the red flag as a signal of toxic or abusive traits, Refuge’s campaign is designed to show that there are many red flags when it comes to domestic abuse and that ‘no red flag is too small’ - a message the charity wants everyone across the UK to understand.

Visitors will be able to walk through the expansive display, read the survivors’ real words, and gain a sense of the countless red flags that indicate harm and abuse. The Outernet’s vast, immersive screens allow Refuge to bring to life the endless and ever-evolving nature of red flags at scale, far beyond what a physical installation alone could convey. These include behaviours such as tracking a survivor’s phone, isolating them from family and friends or trying to control what they wear. Messaging will also provide information on how Refuge can help while encouraging donations to support its vital work.

Alongside the flags, Outernet’s screens and sound system, Wave Studios have created an immersive soundscape, featuring actors, such as Refuge ambassador Olivia Colman - who previously partnered with Refuge for The Naked Threat campaign - as well as Bella Ramsay, celebrated for her role in The Last of Us, Adjoa Andoh, known for playing Lady Danbury in the Netflix series Bridgerton, and others lending their voices to survivors' quotes. These stories, which often go untold, will allow people to hear and feel the reality of these experiences on a much deeper level.

Refuge ambassador Olivia Colman said: “Abuse doesn't always look the way we expect it to. It's in the small moments, the quiet control, and the silent manipulations. No red flag is too small to be noticed, because every woman deserves to live without fear.”

To build further awareness survivor stories will be shared across social media by ambassadors and Refuge, whilst actor and poet Caitlin O’Ryan has written the poem “Why Did You Stay?”, which she will perform live on the day and will be shared during the campaign. The campaign will also use digital OOH sites in London, Bristol, and Birmingham to highlight the red flags that often go unrecognised.