The Lincolnshire Free Press and its associated LincsOnline website led the campaign for Holly’s Law, inspired by the case of Holly Bramley, who was murdered by her abusive husband. The campaign sought to raise awareness of the well-documented links between animal abuse and domestic abuse, while calling for the creation of a register of animal abusers that could help identify risks and better protect potential victims.

At the heart of the campaign was reporter Jenny Beake, alongside Holly’s mother, Annette Bramley. Over many months, Jenny built a relationship of trust that enabled the campaign to develop from a personal tragedy into a credible and evidence-based call for legislative change. Every article required sensitivity and care, balancing the demands of public-interest journalism with the wellbeing of Holly’s family.

Jenny worked tirelessly to build momentum behind the proposal, gathering additional evidence to support the case for reform, including exclusive information obtained through Freedom of Information requests. She accompanied Annette to Westminster as she made her case directly to decision-makers, challenged politicians and public authorities to engage with the issue, and worked alongside police and domestic abuse experts to explore the wider context of abuse and safeguarding.

Through conversations with campaigners, experts and those directly affected, the newspaper was able to help identify practical ways in which a register could operate and contribute meaningfully to policy discussions. Alongside news coverage, opinion pieces, awareness features and community-focused reporting helped explain why the change was needed and why the issue extended far beyond a single tragic case.

The campaign steadily gathered momentum. Coverage attracted national attention, helping to increase support for Annette’s petition and ensuring the issue remained firmly on the agenda of those with the power to act. Stories highlighted the experiences of victims of domestic abuse, explored warning signs within abusive relationships and encouraged wider public discussion about the connection between violence towards animals and violence towards people.

For a small newspaper serving rural Lincolnshire, the campaign demonstrated the unique impact local journalism can have when it combines persistence, public service and strong community relationships. At a time of major change for the title itself, following the merger of the Lincolnshire Free Press and Spalding Guardian, the campaign also showcased the newsroom’s determination to deliver journalism that makes a tangible difference.

The breakthrough came when campaigners were informed that the debate had effectively moved beyond whether the law should change and towards how and when it would happen. For the newspaper, it was a landmark moment and one of the most significant achievements in its long history.

While the legislative process continues, Holly’s Law already stands as an example of what campaigning local journalism can achieve. Through patient reporting, trusted relationships, evidence-led investigation and determined advocacy on behalf of its community, the Lincolnshire Free Press helped transform one mother’s search for change into a campaign with the potential to leave a lasting national legacy.