There seems to be an “event day” for everything nowadays – did you know there’s a National Jellyfish Day? But here’s a great campaign for International Women’s Day, one that really matters. I hope it has the desired effect as much as I wish we’d done it.

Refuge is launching a campaign on International Women’s Day to make the National Domestic Abuse Helpline famous.

The campaign, created by Bartle Bogle Hegarty London, will see high-profile women, such as Lorraine Kelly, Miranda Hart, Little Mix and Emeli Sandé, change their names on Twitter to the helpline’s number: 0808 2000 247. By leveraging the collective force of social media users, Refuge hopes that Twitter feeds will be flooded with the number and as many women as possible will learn it.

In addition, the number will take over Europe’s largest outdoor advertising site, Piccadilly Lights in London, at midday today (Sunday). A series of bespoke 10-second idents, featuring a voiceover from actor and Refuge patron Olivia Colman, will run throughout the day on TV. The campaign aims to reach women from all walks of life across the UK.