Confidential For RCN Foundation
When the people who care for everyone need someone to care for them.
Who We Are
We help your audience care
as much as you do.
as much as you do.
Who Cares Wins helps organisations communicate difficult subjects in ways people trust, care about and act upon. We do this through emotionally earned storytelling, behaviour-change communications and digital learning experiences designed to move audiences from uninitiated to empowered.
Founded
24 years of cause-related
film and communications
film and communications
Leaving 2008
Still used by 500+ organisations
across the UK
across the UK
AXA Safe Spaces 2023–24
Expert-led films in 13 languages
across multiple employers
across multiple employers
Our Connection
We've worked with Dr Alison Gregory
on the AXA Safe Spaces project
on the AXA Safe Spaces project
The Issue
This is hiding in plain sight.
1M+
nurses, midwives and healthcare support workers in the UK over half of all health and social care roles
42%
of female healthcare employees have experienced domestic abuse in their lifetime far above the general population
90%
of survivors working in healthcare say they face barriers to disclosure and rarely feel able to seek help at work
"Domestic violence is not only a clinical issue it is a workforce issue. Many healthcare staff live with or have lived through abuse."
Nursing Times Carmel Bond & Mika O'Connor
The Research
The NAMED Study
Funded by the RCN Foundation and led by Dr Alison Gregory internationally recognised academic and honorary senior research fellow at the University of Bristol the NAMED study is the most significant research into the domestic abuse experiences of nurses, midwives and healthcare support workers ever conducted in the UK.
- 204 nursing professionals surveyed across all four UK nations
- 20 in-depth interviews with victim-survivors
- Findings that are both academically robust and deeply human
- A framework for action currently in development
The Hidden Impact
Colleagues see the symptoms. They don't understand the cause.
The NAMED study found that domestic abuse affects every aspect of a nurse's working life from confidence and wellbeing to attendance, performance and career progression. Yet these impacts are rarely recognised as indicators of abuse.
The colleague sees
- Someone who's always late
- Unexplained absences
- Distraction, low confidence
- Sudden changes in behaviour
They don't see
- A partner who won't let them sleep
- Childcare arrangements sabotaged at the last minute
- A professional identity used against them
- Someone who doesn't yet know they're a victim
The Challenge
Research that sits on a shelf changes nothing.
The NAMED study is rigorous, compassionate and necessary. But academic findings however powerful rarely reach the nurses on the ward, the students in lecture halls, or the managers who don't know what to say when someone is always late.
The challenge is no longer understanding the problem. It's ensuring the profession understands what these findings mean in practice.
The challenge is no longer understanding the problem. It's ensuring the profession understands what these findings mean in practice.
The Behaviour We Want to Change
This project is not simply about raising awareness. It is about changing behaviour across the nursing profession helping people recognise domestic abuse earlier, respond with greater confidence and compassion, and create safer pathways to support.
Nurses, Midwives and Health Care Support Workers
Recognising domestic abuse in themselves and others.
Colleagues
Knowing how to notice, respond and offer support.
Managers
Creating safety, understanding and appropriate routes to help.
Desired Outcome
Earlier recognition. Better conversations. Safer support.
Why Film Works
You can't make people care with a PowerPoint.
Leaving 2008
Home Office-funded domestic abuse drama. Still used by 500+ organisations across the UK including the University of Bristol to train medics more than 17 years later.
Cathy Come Home. The Post Office.
Drama does what documents cannot it makes audiences feel the reality of someone else's life, shifts public understanding and drives action.
Longevity vs. a MOOC
A MOOC gets 2,500 registrations and 2 completions. A well-crafted drama gets watched, re-watched, and used to facilitate discussion for decades.
Official Jury Prize
The British Independent Film Awards
Safe Spaces
Play Film
Case Study
Building safer workplaces around domestic and sexual violence.
Four scripted dramas. Survivor testimony. Four expert consultants. Thirteen languages. Gifted free to organisations globally, including L'Oréal, LVMH, Orange, and Accor.
1.1M
potential employee reach worldwide
2.8M
people reached at launch on LinkedIn
13
languages rolled out globally
2,000+
employers in the EIDA network
"A powerful, accessible platform that reflects our shared commitment to creating, even more supportive workplaces worldwide."
Social Change Award
Brand Film Awards 2026
Case Study
RWE
Employer Brand Campaign
Turning a clean energy commitment into a story people wanted to be part of.
An EVP campaign built around the real lives of offshore wind workers. Cinematic, human, and effective enough to drive strong recruitment results.
"Truly beautiful, and exceptional, and a campaign that delivered strong results as well."
364K
careers site visits in five months, up 23% year-on-year
+108%
application conversions in the UK (+86% Germany, +61% Japan)
19
films produced across the series
300
employees at the global premiere, onsite and virtually
Best Video
The RAD Awards
The Drama Concept
She helps people recognise abuse every day at work. She can't see it in her own home.
We follow a nurse through a single shift the weight of responsibility she carries, the excellence she performs, and the way the abuse she experiences at home quietly permeates every part of her working day.
Then comes the moment she encounters a patient whose situation mirrors her own. Her professional knowledge turns the mirror on herself.
Expert-developed. Survivor-informed. Sensitively produced. Built to last.
Then comes the moment she encounters a patient whose situation mirrors her own. Her professional knowledge turns the mirror on herself.
Expert-developed. Survivor-informed. Sensitively produced. Built to last.
The Proposal
A drama-led learning resource.
01
The Training Drama
A 15–20 minute scripted film expert and survivor-informed designed for structured training in nursing schools, NHS trusts and healthcare providers. Paired with a facilitator guide and discussion framework.
02
The Learning Module
A structured digital learning resource via the WCW LMS drama, reflection exercises, learning outcomes and pre/post impact measurement. Deployable across the Council of Deans network.
03
The Awareness Campaign
A year-round suite of short-form films (30–60 seconds) drawing on specific NAMED study findings. A 12-month drip-feed campaign for social media, internal comms and professional development moments.
The Awareness Campaign
Each NAMED finding becomes a story.
Drawing directly from the NAMED study, a suite of short-form films can support key awareness moments throughout the year keeping domestic abuse visible, relevant and part of the conversation across the profession.
Recognising the SignsHow abuse shows up at work
Fear of DisclosureWhy nursing professionals don't ask for help
Professional Identity"It doesn't happen to people like me"
Sleep DeprivationArriving exhausted, shift after shift
Childcare SabotageLast-minute tactics that make leaving impossible
Workplace InterferenceWhen the abuser reaches into the workplace
Career ImpactPromotions declined. Ambitions eroded.
The Role of ManagersFrom "you're late again" to "can we talk?"
Reach & Impact
Research → Resource → Impact.
Distribution Routes
- Council of Deans → every UK nursing school
- Nursing & Midwifery Council
- NHS England & Chief Nursing Officer networks
- Domestic Abuse Commissioner's office
- Violence Against Women & Girls strategy
- RCN Foundation channels & network
Measuring What Matters
- Recognition of domestic abuse indicators
- Confidence in responding to colleagues
- Understanding of support pathways
- Awareness of workplace responsibilities
- Willingness to intervene appropriately
- Pre/post data for trustees & funders
How We Work
Expert-led at every stage.
The authenticity and impact of everything we make comes from going deep experts and survivor voices embedded from the very first conversation, not added at the end. Developed in collaboration with Dr Alison Gregory, RCN Foundation representatives, survivor voices and nursing stakeholders.
01
Research & Discovery
02
Stakeholder Engagement
03
Script Development
04
Production
05
Pilot Testing
06
Launch
07
Evaluation & Impact Reporting
The Learning Journey
Inside the LMS
A structured pathway that takes every learner from awareness to action and measures the distance travelled.
01
Awareness
Survey
Survey
Pre-learning questions on domestic abuse awareness. Opt-out always available.
02
Drama Film
Emotionally engage the learner. Prepare them for the learning that follows.
03
Training
Questions
Questions
Key learning points broken into structured, scene-by-scene knowledge checks.
04 · Route Split
Personalised
Pathways
Pathways
Nurses &
Midwives
Midwives
Managers &
Colleagues
Colleagues
05
Expert
Testimonial
Testimonial
Short expert films matched to each drama scene and learning point.
06
Follow-up
Survey
Survey
Short post-learning survey. Anti-fatigue design. Matched against initial responses.
07
Impact
Dashboard
Dashboard
Live data: attitudes, confidence, knowledge change. Visual evidence of impact over time.
Measures
Recognition of abuse indicators
Confidence to respond
Knowledge of support pathways
Willingness to intervene
Awareness of workplace responsibilities
Investment
Three ways to begin.
Each option builds on the last. All are designed for long-term use, measurable impact and the kind of longevity that makes the investment continue to work for years.
Option A
Central Drama Film
A fully produced 15–20 minute training film. Expert and survivor-informed script. Professional cast. Facilitator guide and discussion framework included. Ready for nursing schools, NHS trusts and workforce development programmes.
Option B
Film + Learning Toolkit
Everything in Option A, plus a full LMS learning module with structured reflection exercises, knowledge checks and pre/post impact measurement. Demonstrates measurable change for trustees and funders.
Option C
Full Programme
Everything in Options A and B, plus a year-round suite of short-form awareness campaign assets one for each key NAMED finding. A 12-month content programme that keeps the conversation alive across the profession.
Investment
What's in scope.
Core Production
Research & Discovery
Stakeholder interviews, brief, creative framework
TBC
Story & Script Development
Writer, script editor, survivor & clinical consultation
TBC
Drama Production
Cast, crew, locations, post-production, music & sound
£60,000
Casting & Intimacy Coordination
Professional casting director; intimacy coordinator required
TBC
Expert Testimonial Film
Studio-based; matched to drama scenes
£20,000
Expert Fees
Dr Alison Gregory
LMS content, drama development, clinical accuracy — 1.5 wks @ £500/day
£3,750
Learning & Digital
LMS Build
Platform, learning module, surveys, impact dashboard
TBC
Accessibility Package
Subtitles, BSL, audio description across all assets
TBC
Annual Hosting & Support
Platform, video hosting, technical maintenance
TBC
Awareness Content
AI Social Assets
30-sec per theme: Recognising the Signs, Career Impact, Fear of Disclosure etc.
TBC / asset
Pilot, Evaluation & Launch
Cohort testing, evaluation report, distribution comms pack
TBC
Project Management
Applied at 20% across all line items
20%
All costs exclude VAT. TBC items will be scoped following initial R&D. A full itemised budget will accompany the formal proposal.
Why This Matters
Every statistic represents a real person who shared their experience so things could change.
Colleagues, nurses, midwives, healthcare support workers. People who opened up because they wanted it to be different for those who follow.
This project exists to honour those voices to ensure they are heard, and to ensure their experiences lead to meaningful change.
This project exists to honour those voices to ensure they are heard, and to ensure their experiences lead to meaningful change.
Next Steps
The NAMED study has identified the issue.
This project is about ensuring the profession responds.
This project is about ensuring the profession responds.
We'd welcome the opportunity to present a full proposal including phased options and indicative costs to Deepa and your trustees.
Sam Hearn & Richard
Who Cares Wins · whocareswins.agency