TMC are incredibly proud to share that the It Does Matter! campaign has won the Prolific North Marketing Award for ‘Best Not-For-Profit Campaign – Non-Charity’. While its focus is on creative excellence in the North-West, Prolific North plays a nationally significant role by promoting the North of England as a major creative and technological powerhouse.
It Does Matter! was created in memory of Libby Squire, a university student who was raped and murdered by a man with a history of non-contact sexual offences. TMC worked with Thames Valley Police and Lisa Squire, Libby’s mother, to educate the general public on what non-contact sexual offences are, including exposure and upskirting, and the seriousness of them.
It is reported that 71% of UK women have experienced sexual harassment in public yet few report it. Encouraging people to report these offences enables police forces to gather vital information and identify patterns – building a better picture of where these crimes occur and preventing offenders from escalating further.
As we look to increase the impact of It Does Matter!, we’re honoured to share that Lisa and Thames Valley Police have handed over the reins to TMC, allowing us to continue spreading the message of the campaign to more people, producing more awareness-raising content and gaining media coverage.
“A moving and highly credible campaign, balancing emotional impact with tangible behaviour change. This campaign transforms tragedy into meaningful protection for others, creating lasting impact from devastating loss. The 45% increase in voyeurism reports proves the campaign achieved its core objective – convincing victims that reporting matters.
Lisa Squire’s courage in sharing Libby’s story provides unmatched authenticity and urgency. The raw creative approach – using real employees’ stories and stripped-back visuals – respects the gravity of the subject while avoiding institutional coldness.
Adoption by 18 police forces demonstrates the campaign’s scalability and fills a critical gap in Violence Against Women and Girls (VAWG) strategies nationally. The multi-generational approach from schools through to universities creates sustained awareness across the vulnerability spectrum. This exemplifies how personal tragedy, when channelled through strategic communications, can drive systemic change that protects countless others.” – Prolific North Judges
Alannah Moore, Social Impact Director at TMC, shared “We are incredibly proud of this award win and what this means for the recognition this gives the campaign and are now using it as a springboard to reach more people and create more impact.”
Now is the time to get involved with It Does Matter as we approach ‘16 Days of Activism’. This is an initiative by UN Women, beginning on 25th November, which is International Day for the Elimination of Violence against Women. It is committed to ending gender-based violence, providing adequate services to survivors and punishing perpetrators.
We are calling on brands and organisations that want to want to align themselves with a campaign that has already had significant impact in raising awareness on VAWG, to get in touch to find out how they can support us in reaching as many young people as possible
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