Domestic Abuse Awareness Month
In partnership with Sharon Livermore MBE (founder of Domestic Abuse Education Ltd), we created a campaign for Domestic Abuse Awareness Month that helped workplaces talk about something often left unsaid: financial abuse.
Client: Lifetime Financial Management
(during full-time employment as Senior Marketing Lead)
Financial Abuse: The Hidden Side of Domestic Abuse
In this episode, we’re tackling a serious but vital topic:domestic abuse. October marks Domestic Abuse Awareness Month, and we’re joined by the inspiring Sharon Livermore MBE, founder of Domestic Abuse Education and a survivor herself.
Sharon shares her story and the journey that led her to start Domestic Abuse Education, raising awareness and supporting those affected. We focus particularly on financial abuse, which is often subtle, under-discussed, and can have devastating consequences.
Overview
For Domestic Abuse Awareness Month (DAAM), we wanted to go beyond surface-level awareness and create something that genuinely helped employers and managers support people experiencing domestic or financial abuse.
The campaign centred around our Domestic Abuse Tough Talk Cards, an extension of our existing wellbeing toolkit, and was supported by a special podcast episode with Sharon Livermore MBE, founder of Domestic Abuse Education Ltd.
Together, these resources aimed to raise awareness of financial abuse as one of the most overlooked forms of domestic abuse, and to empower workplaces to handle those conversations with compassion and confidence.
To drive engagement, we built a multi-channel campaign:
A dedicated podcast episode and article with Sharon Livermore
Social posts highlighting key statistics, myths, and support services
A targeted email campaign to HR and wellbeing professionals across the UK
Downloadable resources including updated Tough Talk Cards - toolkits aimed at HR & People Managers to have tough conversations
My role
As Senior Marketing Lead, I:
Led the creative strategy and campaign planning, ensuring the messaging struck the right balance between sensitivity and accessibility.
Worked closely with Sharon Livermore MBE to produce the podcast episode, even featuring in it (see my handsome face above).
Wrote campaign copy, including social posts, email sequences, and landing page content.
Collaborated with our design and wider marketing team to create visual assets and promotional materials that supported the campaign narrative.
Managed delivery across owned and partner channels, ensuring consistency of tone and visual identity.
Objectives
Raise awareness of financial abuse within the workplace — a form of abuse that is often invisible.
Provide practical tools to help managers recognise and respond to domestic and financial abuse.
Position Lifetime as a trusted voice in the conversation around wellbeing and workplace culture.
Drive downloads of the Tough Talk Cards and increase podcast listenership during Domestic Abuse Awareness Month.
Impact
The campaign saw strong engagement across all channels, with hundreds of resource downloads during DAAM.
The Tough Talk Cards were featured by HR and wellbeing professionals as practical tools for employee support.
The podcast episode was one of our most listened-to of the year, praised for its honesty and accessibility.
The campaign reinforced Lifetime’s reputation as a brand that leads with empathy, tackling sensitive topics in a way that feels practical, not performative.
Reflection
This project reminded me why I love what I do.
It proved that creative campaigns can drive awareness and make a real impact when they’re rooted in empathy and purpose.
Working with Sharon Livermore was a privilege, her insight shaped not just the campaign, but how I think about storytelling around sensitive topics.
The whole project reaffirmed the importance of tone of voice in trust-building: every word mattered.
It’s one of those rare campaigns where creativity and compassion worked hand in hand and that’s exactly the kind of work I want to keep doing.