Domestic violence campaign

Soul has created a poster campaign for London Mayor Ken Livingstone, tackling the issue of domestic violence. The campaign, which is being run by the Greater London Authority, is an attempt to move away from the portrayal of domestic violence sufferers as victims. Instead, it turns the focus on the men who commit these crimes. Both executions use the tagline: ‘Only weak men beat women’. Soul managing partner Duncan Bird says the strategy was chosen after talking to women in an East London refuge. ‘They did not want to be portrayed as victims, as they felt the victim culture encouraged the abuse. Rather, they felt that attacking a man’s machismo would work,’ he says. The campaign is being launched this week on a borough-by-borough basis, with media bought by Pawson.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here