brief. The images of battered female celebrities are bound to pick up coverage outside of the original media, and will not fail in raising awareness about the sickening problem of domestic violence." Others felt that the use of celebrities diminished the relevance of the message; Roisin Donnelly of Procter & Gamble commented: "In this print campaign, the celebrities, complete with injuries provided by the make-up artist, do get attention, but it seemed like it was a trick just to get attention, and was focused more on the celebrity and fake make-up rather than the central issue of domestic violence." Others were confused as to the point of the campaign; Kira Cochrane of The Guardian commented: "The images were arresting, but odd. I can't imagine celebrity women posing as other sorts of victim: presenting themselves as trafficked women to highlight forced prostitution, or as rape victims to underline the low conviction rate. And what were the images supposed to tell us: that domestic violence is bad? Painful? Causes serious bruising?" In all, the campaign proved a moderate success. Grey London reported that at the height of publicity for the campaign, more than 67% of the British public were aware of Women's Aid and its goals. The What's it going to take? campaign went on to win a number of awards from the advertising and charitable communities, including an Aerial Award for the radio component, a Silver Award at the 2008 Creative Circle Awards for the print component, and Women's Aid were honoured as the Campaigning Team of the Year at the Charity Times Gala Awards. As of 2010, Grey London continues to produce work for Women's Aid; later in 2007, they collaborated again with Rankin to produce a second series of posters for the Valentine's Day campaign. In 2009 they continued to make use of celebrity to promote domestic abuse awareness, releasing a promotion starring Keira Knightley, titled Cut. The video, banned by the advertising standards agency Clearcast from appearing on British television, was only shown online, backed by a print campaign pointing people to the website. External links "Anna" at The Advertising Forum. "Anne-Marie" at The Advertising Forum. "Fay" at The Advertising Forum. "Fern" at the ITV website. "Fiona" at The Advertising Forum. "Honor" at The Advertising Forum. "Kate" at The Advertising Forum. "Jemma" at The Advertising Forum. "Miquita" at The Advertising Forum''. References 2007 works 2007 in the United