DomesticShelters.org—the first and largest online searchable directory of domestic violence programs and shelters in the country—understands the importance of subtlety when helping survivors, who are disproportionately women. Its “Code Red” campaign does just that—by taking advantage of society’s discomfort around menstrual products.
Created by IPG Health agency Neon, “Code Red” was devised to work around how abusers use coercive control and enforced isolation, to put help right into the hands of women who need it through commonplace, vital feminine supplies. The effort won silver for Purpose-Led Campaign of the Year among advocacy organizations in the Healthcare Marketing Impact Awards 2023.