Domestic Violence Awareness Month
In response to the increase in domestic violence throughout the state, Legal Aid of North Carolina (LANC), a 501(c)(3), wanted to launch a bold new public awareness campaign during Domestic Violence Awareness Month in October 2022 to increase awareness, amplify survivor stories, help remove the stigma associated with domestic violence, and spotlight available resources.
The “Breaking the Silence: Abuse Affects Us All” campaign we developed in concert with LANC pushed beyond traditional tactics by using captivating and bold creative that intersected with powerful communications vehicles, increasing awareness and education of domestic violence nationwide.
Public relations especially played a crucial role in sharing the “Beyond Fear” documentary and other stories behind Legal Aid's mission. We were able to garner 23 million impressions through 17 earned media interviews conducted across the state of North Carolina for an ad value equivalent to $175,000. The message was reinforced by authentic voices, with survivors and spokespeople participating in successful TV, online, and radio interviews, guiding the public to the stopthecycle.org website.
Launched a new brand campaign for Las Vegas was a monumental task, especially when it meant replacing the iconic "What happens here, stays here" slogan.
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