Cowshed’s new campaign exposes sexual and domestic abuse experienced by older women
Acclaimed Welsh actor Sharon Morgan lent her voice to our powerful new campaign highlighting the often-overlooked experiences of older people affected by sexual violence and domestic abuse.
The campaign, Abuse Can Happen at Any Age, was created by Cowshed, for Live Fear Free, to challenge the widespread misconception that violence against women, domestic abuse and sexual violence (VAWDASV) does not affect people in later life.
Research from Dewis Choice, based at Aberystwyth University, draws on in-depth interviews with people aged 60 and over who have experienced abuse from partners or family members. The report concludes that older adults face specific barriers to seeking help and are frequently invisible in domestic and sexual abuse policy and service provision.
At the campaign’s centre is a short film based on real accounts from older victim-survivors, many who first disclosed their experiences later in life.
The film traces how abusive behaviours can escalate over time, and how older survivors often minimise or normalise the harm they have experienced. In one scene, a survivor recalls calling the helpline for the first time:
“When I finally spoke, they didn’t push, they just listened. It was the first time someone had said, ‘this is not your fault’. I didn’t realise how much I needed to hear that.”
The campaign has been supported by well-known Welsh influencers Vivienne Truran (@vivthecarer) and Elin Fflur (@elinfflurmusic).
In a campaign social video for the Live Fear Free helpline Vivienne said: “Sometimes people are carrying things they don’t know how to talk about, and they just need a safe space.”
She adds: “You don’t have to fix things. You just have to listen. Being kind matters.”
The campaign included media buy across radio, print and digital, and a practical community toolkit including stickers and posters distributed in key community spaces where older people told us they feel safe, including hairdressers and super markets.
The campaign is already making a huge impact, racking up over 150K social views, 8K engagements and 500K impressions from content in three weeks.
Almost 90K professionals involved in supporting older people have seen the campaign and interacted with the content and 98% of people who have been served the advert have listened or watched all the way through. A real testament to the incredible stories that we are telling.
The Live Fear Free helpline is available free, 24 hours a day, seven days a week, for anyone affected by domestic abuse or sexual violence on 0808 80 10 800.
Live Fear Free was established in 2004, is funded by Welsh Government, and is managed by Welsh Women’s Aid. It provides a 24-hour national helpline for anyone affected by violence against women, domestic abuse and sexual violence.
