To raise awareness of domestic violence. And drive support for Refuge, the charity providing practical support for women and children experiencing violence.Our challenge: create engagement with the shocking fact that 1 in 4 women suffer from domestic violence at some point in their lives, despite people being bombarded with so many others in the news every day. You probably didn’t know domestic violence was so prevalent, and maybe you don’t want to believe it. But it’s true.

A huge 23% response. Not 23% of the 50 companies targeted - but 23% of all the individual pieces of fruit! Spookily that’s 1 in 4. Perhaps we helped people who suffer from domestic violence more immediately than we intended. The massive response drove a huge uplift in website traffic (33%) where people learned more about the issue, how they could help (donating, or signing up to ‘stop the bruising’). And perhaps, how women in need could get help. We really hope so.

Target young working people - at work - who’ve got the money to donate and the social network to discuss the issue. Shock them with the terrible fact that 1 in 4 women will suffer from domestic violence at some point. So people who think it doesn’t happen to people like them or their colleagues are forced to think again.Fruit bearing the messages ‘stop the bruising’ and ‘bruising also happens on the inside’ was delivered to offices for staff to help themselves, with a strong call to action - online, find out more, and help stop the bruising.