Twitter’s Hidden Replies Feature Becomes the Backbone for Solace Women’s Aid’s Campaign

#HiddenAbuse is aimed at raising awareness of domestic abuse

The nonprofit teamed up with creative agency Stack on the #HiddenAbuse campaign Solace Women's Aid
Headshot of David Cohen

Twitter rolled out its hidden replies feature globally last November, giving both users and brands the option of hiding irrelevant and spammy replies to their tweets. One “brand,” Solace Women’s Aid, found a unique way to incorporate the feature into a campaign.

London-based Solace Women’s Aid helps support women and children who have been victimized by domestic abuse and toxic relationships.

The nonprofit teamed up with creative agency Stack on the #HiddenAbuse campaign, which was originally presented at Twitter U.K.’s Powered by Tweets competition last October.

Powered by Tweets recognized innovations on the social network for good causes, and the judges chose #HiddenAbuse, worked with Stack to develop the campaign and provided ÂŁ50,000 (nearly $65,000) of Twitter media spend.

Solace Women's Aid

#HiddenAbuse starts with a tweet from @SolaceWomensAid containing a photo of what appears to be a happy couple and saying, “This is what domestic abuse looks like.”

Twitter users are prompted to tap the hidden replies button, which leads them to a video depicting controlling and abusive conversation between the couple.

Solace Women’s Aid business development director Jane Jutsum said in a release, “The purpose of the #HiddenAbuse campaign is to remind people that just because you can’t see domestic abuse doesn’t mean it’s not happening. The hidden replies feature on Twitter has allowed us to tell an engaging story, one that is based on real-life experiences we hear about every day, and to raise awareness around hidden domestic abuse. We hope people get behind the campaign, retweet it far and wide and help to continue to open up the conversation around hidden abuse.”

The nonprofit pointed out that controlling and coercive behavior; cutting people off from friends and family; and making people feel afraid and belittled are all forms of domestic abuse, but because these behaviors are often not obvious, they tend to be ignored and even normalized.

Jutsum said, “Just because domestic abuse doesn’t always result in physical injuries, that doesn’t make it any less dangerous. Hidden abuse can take many forms, from controlling somebody’s actions, to alienating someone from their family and friends, to creating an environment of fear and suffering. But some people don’t realize that hidden abuse is actually a type of domestic abuse. We believe every woman has the right to a life free from abuse and violence.”

Solace Women’s Aid also shared the following data from its research and the U.K. Office for National Statistics:

  • It takes an average of six-and-a-half years for a woman to leave an abusive relationship.
  • Nearly one out of every three women aged 16 through 59 will experience domestic abuse in her lifetime.
  • Two women per week are killed by a current or former partner in England and Wales alone.
  • 1.6 million women aged 16 through 74 experienced domestic abuse last year.
  • 84% of those supported by Solace experienced emotional abuse.

Jutsum said, “A pattern of emotional abuse and controlling behaviors is at the heart of domestic abuse, and the effects can be far reaching and extremely traumatic. We also know, from working with thousands of survivors, that these very behaviors are so often the precursor for escalating violence and even homicide. We need to reach more women sooner, so that they can be safe from abuse and fear and rebuild their lives.”


Solace Women’s Aid (client)

Communications manager: Alex Siepel

Business development director: Jane Jutsum

Fundraising development manager: Jessie Gane

Stack (creative agency)

Senior account manager: Bobbi Cooper

Executive creative director: Iain Hunter

Technical director: Matt Klippel

Creatives: Stephen Plaster, Dan Smith

Senior planner: Caroline Deput

Designer/editor: Olly Lambert

Business director: Rachel Green

Account executive: Stefana Stoica

Twitter Next

Twitter creative: Maxime Derrien

Twitter creative: Ben Thomas

Twitter media planning: Kate Eaton

Designer: Heshani Dias

Brand program manager: Jamsin Khan

Creative technologist: Rick Smith

Creative technologist: Ted Littledale David Cohen is editor of Adweek's Social Pro Daily.