No Safe Way – Non Fatal Strangulation Risk Awareness Campaign

No Safe Way was a pioneering public awareness campaign to address non fatal strangulation (NFS). Developed with a budget of £14,900, the campaign aimed to improve public understanding of the risks of NFS, challenge myths around so called “safe” or “consensual” strangulation and signpost to specialist support. Insight from police data, the Institute for Addressing Strangulation, and local commissioned services exposed persistent misconceptions, especially where there was no visible injury or where strangulation occurred in a sexual context. In response, the OPCC adopted a preventative communications strategy rather than a traditional criminal justice message. No Safe Way deliberately broke from expected domestic abuse imagery. An abstract visual approach was used to shaming or triggering content, while still delivering clear and eye-catching messaging. The non judgemental tone encouraged reflection and help seeking among audiences who may not identify as victims or perpetrators. Delivered at pace following late Ministry of Justice funding, the integrated, multi channel campaign combined paid digital advertising with strong partnership amplification across universities, councils, NHS safeguarding teams and specialist organisations. The results significantly exceeded public sector benchmarks: over 4.4 million impressions, 1.18 million YouTube views with exceptional completion rates, high engagement across all platforms, and direct contact from members of the public seeking information and support. The campaign also drove substantial professional demand for specialist NFS training. No Safe Way is the first UK campaign of its kind, demonstrating how creativity, responsibility and insight led PR can address complex, sensitive harms at scale.