Background

London based sexual assault referral centres, the Havens, wanted to raise awareness of their existence and the work they carry out to mark their 10thanniversary.

Strategy

Opinion Matters conducted research to identify the views and opinions of Londoners on the topic of rape.

The Wake Up To Rape research was carried out amongst 1,061 people aged 18-50 years comprising 712 women and 349 men in London. It was decided to conduct the research amongst Londoners to ensure coverage in the geographic location most pertinent to the Havens, but sample was robust enough to be of interest to a wider geographic audience too when angles proved to be of interest further afield.

Opinion Matters advised carrying out research amongst men as well as women in order to provide comparative data. These gender comparisons on responses made for interesting angles, including that women were less forgiving of the victim than men.

A majority of women also believed that some rape victims should take responsibility for what happened, with one third blaming victims who had dressed provocatively or gone back to an attacker’s house for a drink.

Results

Broadcast coverage delivered on more than 125 outlets via our sister agency & broadcast specialist, markettiers4dc, with an audience reach of more than 37 million including BBC Online, Sky News Radio, BBC Radio 5 Live, BBC Radio London, BBC London TV evening news, ITV London Tonight & Channel Five News.

The campaign also sparked debate domestically and globally including a 30 minute debate on BBC Radio 4’s Moral Maze, a 15 minute feature on ITV’s This Morning & coverage on USA Today .

Independent research was carried out post campaign and established that 29% of Londoners found out about the Havens from TV & radio coverage around the “Wake Up To Rape” report.