Ask for Angela
Ask for Angela is a CIC, an initiative and a discreet codeword that lets someone signal they need help, with no fuss, and no explanations. It shifts the responsibility for safety from the individual to the community.
Originally designed for nightlife venues, it's now being expanded to supermarkets, cafés, fast food restaurants, sports venues, workplaces, taxi companies, police forces and beyond, empowering everyone to play a role in keeping people safe.
Marmalade is passionate about reducing violence against women and girls. We have been working with Ask for Angela to develop a new corporate partnership strategy, build partnership approaches with global brands, and develop ideas to drive more awareness and uptake of the initiative.
The Challenge
Ask for Angela had already gained much awareness and understanding in pubs and restaurants but felt it was the right time for a fresh approach to create societal impact. Our challenge was to create wider reach and understanding through connecting with:
• Policy Makers
• Corporate Business
• Schools
Our Motivation and Goal
• Our motivation was to present the need for everyone to take responsibility in preventing violence against women, girls and vulnerable individuals.
• Our goal was to widen the public arenas that Ask for Angela could be heard in and acted on. We wanted to enable women, girls and vulnerable individuals to be able to Ask for Angela whenever and wherever they needed.
We focused on corporate businesses that could meet our challenges, politicians invested in the government's VAWG policy and education suppliers for schools and colleges.
Our Solution
• We designed Ask for Angela’s partnership approach to influence and support the Government’s Violence Against Women and Girls directive
• We designed a suite of presentation decks that Marmalade and Ask for Angela could approach and pitch partnership opportunities to corporate businesses. The key to successful partnerships is to find the ‘sweet values spot’ that both parties share
• We provided the research, strategy and framework build
• Customer journey mapping
• We have created a national campaign which is due to be rolled out in 2026
Research, Strategy & Framework Build
Bringing the partnership to life for leaders through a series of presentations, culminating in a ‘one pager’ which lays out why this partnership, why now
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