Grey’s Anatomy inspires 1st for Women in women abuse fighting efforts

As episode 9 of Grey’s Anatomy aired this week on M-Net, fans of the show watched as the terrifying plotline between Jo Wilson (Camilla Luddington) and her abusive ex-husband, Paul (Matthew Morrison) came to a head.

Since the 14th season began, the show has been dealing with the very sensitive topic of women abuse and has brought this issue to light. As a means to provide viewers with the resources needed when confronted with this troubling social tragedy, insurance provider, 1st for Women, was inspired by events which happened when the show first aired in the US.

Grey’s Anatomy broke tradition of song-inspired episode titles by changing it from “Four Seasons in One Day” to “1-800-799-7233,” the number for the National Domestic Violence Hotline in the US.

Even though the show in South Africa still had the original episode title, 1st for Women was inspired by the actions taken, and decided to use the opportunity to promote its online platform, For Women.

Through a series of marketing activities including social media conversations, adverts during the show and a ticker tape, all South Africans were informed about one central resource for people affected by women abuse

“As a mainstream TV show, Grey’s Anatomy has the power to reach millions and confront issues which people encounter on a daily basis. This particular episode brings awareness to a very important issue that is affecting many South Africans. Survivors of women abuse and those affected by it must have a place where we can all come together to get the support and help needed when confronted by women abuse,” says Casey Rousseau, Marketing Manager at 1st for Women Insurance.

The For Women initiative was launched to address women abuse holistically. The website has a database of organisations which specialise in offering the right support where people are able to get help, whether they are survivors of women abuse, or know of someone who has been abused. In addition, the platform allows South Africans to give help and support these organisation to continue their work in the fight against women abuse.

“With one in four women being abused on a daily basis in South Africa, the conversation must be top of mind and should be raised at every opportunity. It is also important to us that when faced with this devastating situation, whether in the news, through personal experience or in the world of entertainment, the right support and help can be provided to those who need it. We have to tackle this problem together and through strength in numbers we can make a lasting difference,” says Rousseau.


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About 1st for Women

1st for Women was established in 2004.  It focuses on inspiring confidence in women and believes that the world would be a much better place if more women were able to let their confidence shine. In all that 1st for Women does, it aims to be the consistent reminder that encourages women to realise their inherent greatness, resolve, and power.

And, although 1st for Women knows that women have their worlds under control, that extra support and a reminder of their inner strength when its needed most never goes amiss.
That’s why 1st for Women offers insurance specifically designed for women that helps them move forward when trouble comes along through its BetterCar product, its Guardian Angel Lifestyle Assistance, Guardian Angel on Call, its handbag cover, its All Woman Dread Disease Cover, a savings on their insurance premium when switching to 1st for Women and more, to help deliver on the demands of their world.


The 1st for Women Foundation was established in 2005 with one objective: to uplift and inspire women of South Africa. To date, the Foundation has donated over R56 million to a number of women-related charity organisations that focus on two main causes: women abuse and cervical cancer. Thanks to 1st for Women customers who donate a portion of their monthly insurance premium to the Foundation, the Foundation has made a tangible and sustainable difference to the lives of thousands of South African women. This difference is testament to the collective power of women.