Refuge works with Danielle Lloyd for campaign

Domestic violence charity Refuge is to launch a campaign this week in collaboration with model Danielle Lloyd.

The press and outdoor activity, created in-house, coincides with a documentary presented by Lloyd to be shown on the BBC tomorrow (March 3). “Dangerous Love” will discuss the early warning signs of domestic abuse and Lloyds’ own personal experience.

The outdoor campaign will include 1,000 national rail and roadside six sheets while press ads will run in national newspaper titles including The Times, Daily Telegraph and Metro. The campaign will also run in Company and on women’s websites including Hello.com!

UM London and outdoor specialist IPM negotiated free media space worth more than £500,000 for the campaign.

The BBC documentary climaxes with Lloyd posting a Refuge poster near Old Street station in London, which carries a message about the dangers of domestic violence.

Refuge launched a campaign at the end of last year alongside research into young women’s knowledge of the early warning signs of domestic violence.

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