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Case Study: Safeline

Since May 2015, Formation Media Ltd have worked and supported Safeline, a nationwide charity providing essential support for the victims and survivors of sexual abuse and rape. A largely taboo societal matter, Safeline came to Formation with a mission and a goal: to become the number one national charity for supporting those affected by sexual abuse and driving preventative awareness to all reaches of the country. The impact of abuse is devastating and long-lasting and it remains a very taboo subject, however with 8 million women and 5 million men in the UK affected by it, Safeline were determined to protect and support as many people as it possibly could.


Formation has developed and implemented a coherent Marketing strategy that has transformed the charity and the way people view the work it does. Formation's marketing team have changed the brand to capture the thoughts, feelings, and expectations that the charity wanted to create for its clients. Gone are the days when people were made to feel ashamed and embarrassed about their abuse, the brand is now positive and uplifting and full of possibility about how people can recover with the right support. This strong positioning has built genuine brand equity and it is reflected in everything Safeline now does, the people it recruits, the way its staff and volunteers support people affected by abuse, the way it talks about abuse, its website and communications.
Neil Henderson | Chief Executive Officer

What have we done?

Over a period of two years, Formation have reinforced Safeline’s messages with a variety of digital projects and campaigns to help them get closer to their goal. The development of a fully responsive and innovative website and the hosting and continual maintenance of said site, driving social media campaigns cross-channel across Facebook and Twitter and supporting the site with an ongoing live blog, supplying professionally finished articles helping Safeline engage with their required demographic. Formation drove a complete branding exercise for Safeline, designing and developing the visual brand from the ground upwards.

The charity is now recognised nationally as a high-quality provider of specialist services. Access to Safeline services has been made easy too so that people affected by sexual abuse can access the right support quickly and more people who used to ‘run away’ are now working with the charity to protect and support even more people.
people supported. Trebled between 2015 and 2016.
income growth enabling investment in suppport & services

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