LAPD case study
Raising Awareness for Domestic Violence
The Challenge
The LAPD teamed up with L.A.’s mayor to tackle domestic violence in Los Angeles—an underreported scourge that they wanted to shine a light on in order to increase reports and, therefore, help more victims.
The Insight
Too often domestic violence awareness ads feature victims, with images of their brutalization only adding to the trauma. What is needed is an honest depiction of the patterns to watch for, and to communicate how insidious it is within relationships across the spectrum of gender, race, sexuality and socioeconomic levels.
The Solution
Our campaign underscored the disconnect between romance and the realities of abusive behavior—the tempers that turn a love poem into a threat, or a text into a narrative of control. By juxtaposing those moments where you might expect love, but instead find danger, we could then make clear, through our tagline, that “Domestic Violence Has No Place Here.” Visuals were simple, but powerful. The language, shocking. Just what was needed to wake Angelenos up to a hidden problem.
services
- Insights and Strategy
- Creative Develpoment
- Out-of-Home
- Digital
- Broadcast TV
