TooIntoYou is an initiative by Women’s Aid that empowers young women to spot the early signs of relationship abuse. In its early days, TooIntoYou had no consistent visual identity or voice. The first campaign became the starting point for building both.
To engage young women, we made the serious topic relatable. The campaign featured characters like Needy Neil, 10 Missed Calls Ben and Send Nudes Niall — the boyfriends with traits young women could instantly recognise. Although we saw some push back online from lads named Neil or Niall, the campaign was a success.
The campaign’s success went beyond awareness: it contributed to a change in the law, ensuring that people in dating relationships are now protected under the Domestic Violence Act.
Over the years, I led the development of multiple campaigns, each with distinct goals, building on the visual identity and communication style.
I’m proud to have led design for TooIntoYou over so many years and grateful to have contributed to an initiative that has made a difference in young women’s lives.
Created during my time at Language Communications.
Mural: Kinmix
Mural: Kinmix