What's it going to take?

What's it going to take? is a British print and poster campaign launched in 2007 by Women's Aid to boost awareness of domestic violence against women in the United Kingdom. The campaign, handled by advertising agency Grey London, comprised photographs of nine female celebrities made-up to appear as though they were the victims of domestic abuse. The campaign received substantial media attention, with commentary appearing in The Daily Mail, This Morning, and Marie Claire, among others. The What's it going to take? campaign went on to win a number of honours within the advertising industry, including prizes at the 2008 Creative Circle Awards and the Aerial Awards.

Women's Aid was established in 1974 as an umbrella organisation for several feminist charities aiming to end domestic violence against women and children, including molestation, rape, and sexual harassment. For the next thirty years, the organisation worked with a number of advertising agencies to promote its cause, including Ogilvy & Mather,McCann Erickson, and Mediaedge:cia. However, despite numerous publicity campaigns over the years, by 2005 the charity's own research suggested that less than 16% of the public were aware of the existence of Women's Aid. Through a personal relationship between a pair of employees at the two organisations, Women's Aid were taken on as a pro-bono client by agency Grey London in 2005.

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