Refuge don’t have any money to spend on media so we have to be creative with how to reach a mass audience with an awareness message. A music video is a great way to do that wrapping up our message with the music of Frances, a hotly tipped artist.

The music video tells the story of an invisible woman who disappears more and more as the world fails to see what she’s going through at home: domestic abuse at the hand of a menacing male figure. She gets more and more invisible as time passes until, someone sees what she’s going through - a female character representing the Refuge charity. The invisible woman is transformed; everyone can see her again. The film ends with her looking in the mirror and we transition to live action, revealing that the animated character is based on a real domestic violence survivor - Melanie

• Implementation

A charity music video for British artist Frances’s new single Grow in partnership with Universal Music. Full online video launch and PR around the single, including appearances on UK TV.

• Timeline

Single and official video launched 19th March 2017.

• Placement

Seeded through Frances’s Official Vevo account on YouTube, Facebook with supporting PR.

• Reach

15.2 million

• Engagement

Grow has been streamed over 11 million times across Youtube/ Spotify.

• Impact

Quotes from viewers/ Frances fans

“I feel like this woman.”

“I’ve been there and this video describes it beautifully”

“This is the best thing ever. It gives people hope in whatever they’re going through. You will grow out of it eventually.”