BREAK THE SILENCE Make the Call In America

BREAK THE SILENCE Make the Call

In America, every day three women due to domestic violence are killed

2003 IN TEXAS 800, 000 of family violence 153 women were killed 10% on the national rate was killed (two women per week) 5% only of women received assistance from Texas domestic Violence programs

As a PR consultant, what would have you done to help survivors and raise awareness?

• Statewide community Audit 34 focus groups of survivors, African Americans, Anglo and Hispanic. 2002 In Houston Texas conducted telephone interviews with 1, 200 Texans with using bilingual callers

What would you have done different?

About the Campaign The “Break the Silence, Make the Call” campaign was launched in October of 2002, at the Texas State Capitol. The campaign was designed to inform victims of domestic violence that they are not alone and there are resources available to help them. The National Domestic Violence Hotline (NDVH), 800 -799 -SAFE, 800 -7873224(TTY), is included on all of the campaign materials. When victims call NDVH, advocates are able to connect them to available resources within their area. Through the support of the Texas Attorney General’s office and many others, the campaign has been able to change and save lives.

Reaching the Isolated “Isolation is their number one way to control women. ” – Kathy Miller • “Discreet” hotline card – 4 million in the first 2 years. • Web site alerts encouraging them to use a safer computer • Churches • Bilingual radio and television public service announcements. • “Guide for Family and Friends” • Domestic Violence Awareness Month in October

CAMPAIGN STRATEGY • Legitimize victims’ situation. • Recognize they are not alone. • Recognize abuse is not normal • Ensure confidentiality. • Enable them to call for assistance. • Reinforce public awareness with “private” awareness.

Campaign Goals • Achieve 20 percent increase in Texas-based calls to the national family violence hotline during paid media fights. • Mix paid and public service announcements to ensure a 2 -to-1 minimum of free versus paid spots. • Identify at least 10 grassroots partners. • Distribute 1 millions educational campaign materials.

How do those commercials and advertisements effect you?

“BREAK THE SILENCE” CAMPAIGN RESULTS • In the first 16 months, responses to the national domestic violence hotline increased 69 percent for English language calls and 93 percent for Spanish calls. • In a post-campaign survey, half of the respondents remembered the advertising tagline “Break the Silence. Make the Call. ” Seventy percent of respondents could recall three definitions of domestic violence, compared to 50 percent prior to the campaign. • Seventy-two percent of those who recalled the campaign considered domestic violence a serious problem in the state.

CAMPAIGN RESULTS CONT. • More than 40 “grassroots advocates of understanding, ” including Texas colleges, university's, and Hispanic organizations joined with 80 domestic violence shelter in spreading the word about the campaign and distributing materials • Business partnerships with Verizon Wireless and Texas Broadcasting Association • Texas Business Alliance to End Domestic Violence • $160, 000 noncommercial-sustained advertising agreement yielded a $1. 5 million value. Non-paid on-air advertising earned an additional $3. 9 million value.

What criticism would you give the campaign?

• Tag line was used many times such as, gay parade, suicide and many bands • Didn’t market towards men and children