MBAstack and Solace Women’s Aid partner with BBC Music Introducing Artist of the Year Self Esteem for heart-breaking Solace Women’s Aid Christmas campaign 

Self Esteem, the Mercury Prize-nominated singer songwriter, has brought to life a haunting take on the classic ‘Twelve Days of Christmas’ song to help UK charity Solace Women’s Aid highlight the horrifying fact that it takes a women on average seven years to leave an abusive relationship. 

The ‘Seven Years of Christmas’ rendition accompanies a short animation following the life of Maya, who goes from falling in love to being threatened by her partner over a seven-year period. 

The 90-second film will be shared online, via Solace’s social channels and through partner accounts.

Viewers are encouraged to share the campaign via the #7YearsofChristmas hashtag and donate to Solace to help the charity reach all survivors who need them to end abuse and violence. 

Solace helps nearly 30,000 women each year in London alone, and will be supporting more than 300 women and families in refuge this Christmas. It will also be continuing to run a variety of additional services, from advice to rape crisis to therapeutic services aimed at helping women and their families recover from the trauma of abuse. 

Rebecca Lucy Taylor, aka Self Esteem, is a vocal campaigner against sexual violence and for the right for women and girls to live safe lives. 

The artist has shot to fame in recent years, winning Attitude’s Music Award in 2021 and being named Artist of the Year by BBC Music Introducing. She was nominated for British Breakthrough Act at this year’s Brit Awards, whilst her album ‘Prioritise Pleasure’ was nominated at the NME Awards and for the prestigious Mercury Prize. 

#7YearsOfChristmas is the latest in a line of campaigns created by MBAstack for Solace. The agency’s #HiddenAbuse campaign was widely awarded by Creative Circle, BIMA, Creative Pool and The Drum, whilst last year’s Christmas campaign, #MakeItStop, won two Golds at the DMA Awards.

Stephen Maher, CEO and Chair of MBAstack, said: “We’re so proud of our agency’s long-standing relationshipwith Solace. With our latest Christmas campaign, we hope that combining one of the UK’s leading female artists with Maya’s story, we’re able to bring to more people’s attention the horrific fact that it takes a woman on average seven years to leave an abusive relationship and so raise even more funding for this brilliant charity”

Judith Banjoko, Interim CEO of Solace Women’s Aid, says: “With the cost-of-living crisis and the impact for the pandemic still being felt, we worry that even more women will be making the potentially fatal decision to stay with an abuser, as the idea of surviving alone is just as terrifying. Over half of survivors have had essential resources restricted by their abuser. We want to show them that they are not alone, we’re here to offer support and help when they are ready.”