The target audience was key influencers who were able to shape policy, the behaviours of government agencies or influence public opinion. These included the Prime Minister, Peers at the House of Lords, representatives from the policing authority, Department of Education, Foreign and Commonwealth Office, NHS nursing, journalists, human rights activists, and women’s rights campaigners. Whilst most are aware of honour-based violence and Karma Nirvana’s work, we needed to generate a deeper emotional connection to the cause and a more profound understanding of what is required to ensure the protection of these women.

The event at which the direct material was distributed was a closed event with a pre-selected targeted audience of key influencers who were able to shape policy, the behaviours of government agencies or influence public opinion. The cover wrap was used to deliver a report which discusses the action which needs to be taken to help prevent ‘honour’ killings at the House of Commons. The cover wrap which enclosed the report was distributed at the beginning of the session to provoke an emotional response and exemplify the power of change that lies in their hands to ‘release’ these girls from suffering.

The work juxtaposed the magazine most famous for encouraging women to be in control of their lives, with the sheer brutality that women subject to HBV face. It contrasted an icon of Western female freedom with the appalling repression and abuse that these young women suffer.

Opening the plastic wrapper which was ‘suffocating’ the victim inside was both symbolic of the audience’s power and ability to release these girls from abuse, and in reality gave them the report outlining the measures collectively required to bring change.

The wrap was distributed to the targeted audience at a closed event at House of Commons during the launch and panel discussion of the report. The campaign was supported by a broader social media campaign which ran for 1 week. This was as planned, though later requests to hand out the cover to further influencers such as the Prime Minister were received and actioned.

In January this year, an Annual National Day of Remembrance for the British victims of honour killings was officially declared at The Houses of Parliament.

Cross-governmental support has been received to support the day of memory. All agencies’ departments have agreed to hold targeted conferences to further educate their departments and deliver tailored communications on the day of memory.

The campaign achieved 28,517,589 media impressions, 220,771.948 views and public responses of support from Home Secretary Theresa May and Deputy Prime Minister Nick Clegg.

All of which drove a 94% increase in traffic to the website.

Whilst efforts against ‘honour’ based violence have gained some momentum, such as the criminalisation of forced marriage, there is still a fundamental lack of understanding around the subject. Authorities are afraid to speak out; don’t realise the scale of the problem, and at times will take the side of the families, viewing the women’s pleas as overdramatic. It was therefore necessary to make them realize, as key influencers, that this was happening under their watch and that they have a responsibility to ensure more is done to aid the prevention of abuse.