Insurance company Allianz has launched a television, digital and radio advertising campaign on the theme of domestic violence as part of a new €1 million three-year partnership with Women's Aid.
The World’s Strongest Women ad, made by creative agency In the Company of Huskies and production company Rattling Stick, is part of a wider push on the issue that will also see Allianz employees receive internal training and the establishment of a domestic abuse policy at the insurer.
The training is designed to help Allianz employees identify the signals and learn the best responses for dealing with situations of actual or suspected domestic violence.
Domestic abuse, which includes coercive control and financial abuse, became more prevalent during the pandemic with over 29,700 contacts to Women’s Aid in 2020, resulting in 30,841 disclosures – an increase of 43 per cent on 2019.
Allianz said the partnership, which includes financial and non-financial supports, had the right fit with the company as protection is at the core of insurance and applying this lens to issues that arise within the home was “a fitting extension of that remit”.
The selection process of Women's Aid as its chosen charity was overseen by advisory group Business In The Community, and is also being supported by entrepreneur Norah Casey.