Women in abusive relationships are always monitored, so the non-profit gave them the info they need to leave an abusive relationship in the one place a man never looks: a box of tampons.

The Silver Niche Strategy-winning campaign, created by Union, saw Freedom print each tampon with life-saving info, as well as a crisis hotline, and place boxes in public washrooms and also send them to counsellors, healthcare workers and the police (people who are in direct contact with victims of abuse).

Since launch, calls to the Interval House have increased by 176% and the response has been so positive that a second run of tampons is in the works.