Frances – ‘Grow’

  • That one in every two young women (16-21) has experienced controlling behaviour in a relationship?
  • That almost one in three young people struggle to define the line between a caring action and a controlling one?
  • That more than third of young people would not know where to turn for support?*

Refuge wanted to change that. In March 2017, Refuge teamed up with 23-year-old, BRIT-nominated singer-songwriter Frances and Universal Music UK to release a music video with a message for young women: you are not alone.

Watch and share the video

The aim of the animated video is to ensure women who experience domestic violence realise they are not alone and that Refuge can support them. The film depicts a woman going about her daily life, except that due to the abuse she is experiencing, she becomes visibly more isolated and alone. One day, she meets a character representing Refuge, who recognises and understands what she is going through and supports her to escape the abuse and rebuild her life. At the end of the video, Refuge tells viewers: “When the world can’t see what you’re going through, Refuge can”, and directs them to Refuge’s website.

Melanie in front of Refuge logo - Reuters film 180 x 250Interview with Melanie

The video’s female character is based on Melanie Clarke. Melanie is a real-life Refuge client who benefited from the charity’s expert support following more than decade of physical and psychological abuse at the hands of her ex-partner, whom she met when she was 14. Here she tells Reuters TV why she got involved.

frances at piano 180 x 250Interview with Frances

Frances’ single ‘Grow’ is a moving ballad about supporting a friend. Named one of BBC Music’s ‘Sounds of 2016’ and nominated for the ‘Critics Choice’ Award at the BRITs, multi-instrumentalist singer-songwriter Frances is one of the country’s most talented young musicians – here, she explains why she wanted ‘Grow’ to support Refuge.

teen vogue 250 x 180Reaching young people

The campaign secured widespread coverage, including in key publications for young people like Teen Vogue. Read the full press release here. Social media was also vital in spreading the word about Refuge to young women, who may not have considered domestic violence before – watch Frances, Melanie and Refuge’s Lisa King on Facebook Live here.

 

*Statistics from Refuge and Avon’s ‘Define the Line’ study, March 2017