“Stärker als Gewalt” (meaning “Stronger Than Violence”) was established in 2019 on behalf of the German Federal Ministry for Family Affairs, Senior Citizens, Women and Youth to provide information and support against domestic violence.

When Covid-19 hit, Germany was forced into lockdown to protect its citizens, but it saw a disturbing unintended consequence—a worrying rise in domestic violence. To make things worse, not only was the violence increasing, but being in close quarters with a violent partner 24/7 meant that an affected person is much less able to call the helplines or emergency services.

“Stärker als Gewalt” urgently needed to help victims, by giving them support. But how could they help victims when they couldn’t even talk to them?

To ensure the initiative could reach sufferers and promote the vital “Stärker als Gewalt" website, we launched a campaign in the one place that victims would still be able to go to—and may even go alone—the supermarkets.

Reaching out to the biggest German supermarkets we gained permission to post our message in thousands of retails stores across the country.

We then placed our posters in-stores, directly in the line of sight for shoppers. Posters sported the arresting slogan "Not safe at home?" and contained key service information for sufferers and observers of domestic violence. These were designed to catch the attention of victims and the general public, who could have neighbors, friends or family members in danger.

But it didn’t stop there… we also convinced supermarkets to let us include the key campaign information and contact details on their till receipts, ensuring that the "Stärker als Gewalt" mission and message was printed and delivered directly into the hands of thousands of German people every day.