Women Up North
Enhancing Workforce Responses to Sexual Violence Training
The brief
Women Up North Housing (WUNH) supports women, children, and young people in Northern NSW who have experienced domestic, family, or sexual violence. They provide trauma-informed care, case management, and community education to promote safety and empowerment.
WUNH engaged Barefruit to develop and implement a comprehensive marketing strategy to promote their free, evidence-based training programs designed to improve workforce responses to sexual violence. Funded by the Department of Communities and Justice and delivered in partnership with Family Support Network, the training was offered both online and face-to-face, including a culturally specific Indigenous yarning circle version.
The campaign ran from January to June 2025 and focused on raising awareness, driving registrations, supporting participants, and amplifying advocacy.
Our response
Barefruit led the end-to-end strategy, creative development, digital execution, and stakeholder engagement. Everything was underpinned by WUNH’s feminist, survivor-focused and trauma-informed values.
Strategy & Creative
- Developed tailored strategies for key audiences
- Created a messaging framework, tone of voice, and campaign look and feel
- Built a dedicated landing page to centralise training info and bookings
- Produced branded collateral: flyers, banners, postcards, PowerPoint templates, and certificates
- Placed press ads across regional media
Digital Marketing & Social Media
- Created social guidelines for consistency
- Implemented content calendars across platforms
- Launched a new account with evergreen content pillars (awareness, training info, community, impact)
- Reached 3,714 users, gained 71 followers, with a 21.91% engagement rate
- Refreshed strategy with promotional posts, testimonials, and community updates
- Reached 77,000+ users (+ 816%), drove 2,163 link clicks, and generated over 302,000 video views
- Created a new page to connect with professional audiences
- Shared sector insights, campaign moments, and partnerships
- Reached 2,182 users, gained 62 followers (↑1,350%), and 244 link clicks with a 4.26% engagement rate
Paid Campaign
- Delivered a two-month Meta ad campaign targeting regional workforce audiences
- Achieved 3,059 landing page clicks at just $0.33 per click (well below industry average), with 175,000+ impressions
Email Marketing
- Set up a new email account and branded newsletter template
- Sent targeted emails to stakeholders and participants
- Open rates of 33.3%–42.5% and click-through rates of 8.1%–18.4%, outperforming industry averages
Launch Event
- Coordinated the Online Training Launch in March 2025
- Managed invites, PR, media, venue, catering and on-the-day logistics
- Secured Mandy Nolan as MC and delivered a well-attended, high-impact event
The Fruits
The campaign dramatically increased awareness and training participation across Northern NSW. Website impressions rose by 681%, and social engagement soared. The launch event brought together sector leaders, advocates, and community voices, generating momentum for sustained change.
At Barefruit, we’re proud to have played a role in this powerful initiative-contributing to a more informed workforce, safer communities, and better outcomes for survivors of violence.
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