What's it going to take? is a British print and poster campaign launched in 2007 by Women's Aid to boost awareness of domestic violence against women in the United Kingdom. The campaign, handled by advertising agency Grey London, comprised photographs of nine female celebrities made-up to appear as though they were the victims of domestic abuse. The campaign received substantial media attention, with commentary appearing in The Daily Mail, This Morning, and Marie Claire, among others. The What's it going to take? campaign went on to win a number of honours within the advertising industry, including prizes at the 2008 Creative Circle Awards and the Aerial Awards. Background Women's Aid was established in 1974 as an umbrella organisation for several feminist charities aiming to end domestic violence against women and children, including molestation, rape, and sexual harassment. For the next thirty years, the organisation worked with a number of advertising agencies to promote its cause, including Ogilvy & Mather, McCann Erickson, and Mediaedge:cia. However, despite numerous publicity campaigns over the years, by 2005 the charity's own research suggested that less than 16% of the public were aware of the existence of Women's Aid. Through a personal relationship between a pair of employees at the two organisations, Women's Aid were taken on as a pro-bono client by agency Grey London in 2005. The first product of this new collaboration was the 2006 Valentine's Day campaign. With a budget of £500, Grey London made strategic purchases of media space in newspapers and radio with a reach of about 2% of the UK population. Through an effective public relations campaign, this exposure was leveraged to the point where 52% of British adults saw the advertisements at least once. The campaign went on to win a number of awards in the advertising community, including an EFFIE Award for Socially Responsible Advertising and an IPA Effectiveness Award. Moreover, the campaign was financially successful. Women's Aid recorded an increase of 25% in traffic to their website and a substantial increase in the number of donations following Valentine's Day'''s run. Campaign Looking to build upon the success of Valentine's Day, Grey London began planning for a new campaign to run in early 2007. The brief for the campaign was to bring the issue into public view by making use of celebrities. In an interview with Creativity magazine, a planner for the agency said: "The amount of column