It Does Matter has been shortlisted for a Prolific North Marketing Award: Not for Profit

Creating It Does Matter

When the “It Does Matter” campaign launched, it wasn’t just another awareness initiative—it was a deeply personal project shaped by real experiences and a shared determination to make a difference. What began as commissioned work quickly evolved into a passion-led project, driven by a team who understood the urgency of the message, because they had lived it.

The campaign’s authenticity comes from within. Members of the creative team brought their own stories to the table, ensuring that every word, every image, and every frame reflects genuine emotion.

It Does Matter is not abstract statistics; it’s about people; about Libby and Lisa, friends, colleagues, and loved ones whose lives had been touched by behaviours too often dismissed as “low-level” offences.

The message is simple and yet extremely powerful: “It does matter.” 

Whether you’re a victim, a bystander, or someone who can intervene, everyone has a role to play.

The stripped-back black-and-white visuals, distressed logos, and handwritten notes are deliberate design choices, conveying vulnerability and truth while vibrant colours hint at hope and change.

Lisa Squire’s endorsement is not just symbolic; it is a mother’s call to action, born from unimaginable loss, urging society to recognise and report behaviours before they escalate.