The UK government has officially recognised violence against women and girls (VAWG) as a national emergency. With one in eight women experiencing domestic abuse, sexual assault, or stalking in the past year alone — and alarming levels of abuse emerging among teenagers — the issue has reached a critical point.
In response, the Home Office, alongside FCB London and WPP Media’s Wavemaker, has launched a new phase of the ENOUGH campaign — a powerful initiative designed to confront and challenge abusive behaviours that have become disturbingly normalised.
When abuse becomes “normal”
Developed in collaboration with organisations across the VAWG sector, the campaign addresses a critical insight: many abusive behaviours are no longer recognised as abuse — especially among young men and boys.
Actions such as monitoring a partner’s movements, isolating them from friends, or sending unsolicited images are often dismissed as jealousy, care, or jokes. The ENOUGH campaign challenges this dangerous normalisation head-on.
The snake as a powerful creative metaphor
At the heart of the campaign lies a striking creative device: a snake. Used as a metaphor for abusive behaviours, the snake represents their creeping, insidious nature — behaviours that quietly wrap themselves around victims’ lives, tightening over time.
From subtle control to overt intimidation, the snake’s unsettling presence mirrors the lived experiences of many women and girls, exposing harm that often goes unseen until it is too late.
Authenticity through craft and execution
To heighten realism and emotional impact, the films were created using real snakes, directed by Emma Branderhorst and produced by The Corner Shop. This decision grounded the metaphor in physical reality, increasing tension and discomfort — precisely the reaction the campaign aims to provoke.
Still photography by Sam Barker further reinforced the campaign’s visual language, capturing moments of unease that linger long after viewing.
Reaching young men where behaviour is shaped
Media strategy, led by WPP Media’s Wavemaker, deployed a multi-channel approach across TV, VOD, social, digital audio, dating apps, and OOH, targeting 18–34-year-olds in environments where harmful behaviours are most visible.
Placements were anchored around culturally relevant moments — football, festive socialising, and dating — with tailored executions running near nightlife zones, transport hubs, and within dating platforms during peak dating periods.
Public accountability and collective responsibility
The campaign does not speak only to perpetrators. It calls on the wider public to stop accepting excuses, euphemisms, or minimisation of harm. Viewers are encouraged to name abusive behaviour when they see it — and to challenge it.
As Minister for Violence Against Women and Girls Jess Phillips stated, societal behaviour change does not happen overnight, but sustained public health campaigns can redefine what is acceptable — just as seatbelt and drink-driving campaigns once did.
FAQs about this campaign
What is the ENOUGH campaign about?
ENOUGH is a UK government campaign aimed at preventing violence against women and girls by exposing everyday behaviours that are often normalised but are, in fact, abusive.
Why does the campaign use a snake metaphor?
The snake represents the creeping and insidious nature of abuse, symbolising how controlling behaviours can quietly escalate and cause harm over time.
Who developed the ENOUGH campaign?
The campaign was developed by FCB London in collaboration with the UK Home Office and organisations across the VAWG sector.
How does OOH contribute to the campaign?
OOH placements bring the message into public spaces, confronting audiences in everyday environments where abusive behaviours are often overlooked or normalised.
What is the main objective of ENOUGH?
The campaign aims to drive a generational shift by helping people recognise abuse early, challenge harmful behaviours, and prevent violence before it escalates.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
