WASHINGTON: Finn Partners is helping to launch a national promotional effort for No More, an anti-domestic abuse initiative.
The campaign includes promoting a symbol developed to signify domestic violence and sexual assault. The blue zero is meant to symbolize the issue like the pink ribbon stands for breast cancer and the red ribbon symbolizes HIV/AIDS awareness.
The symbol was developed by Christine Mau, the European design director of Kimberly-Clark, who worked with the firm Sterling Brands.
“We didn't just want to diminish the propensity of domestic violence or sexual assault, we wanted to get to the place where there would be no more, zero tolerance for these issues, and so the idea of a zero came up,” Mau said.
Her hope is that a unifying symbol will lead to more cohesive messaging from US anti-domestic violence organizations. As part of the effort, toolkits were developed for the campaign's site to help domestic violence organizations around the country that are short on budget to launch their own awareness efforts.
Finn Partners developed the campaign portion of the initiative with staffers from the Allstate Foundation, Avon Foundation for Women, the Fifth & Pacific Foundation, and the Verizon Foundation.
The groups hope that creating the symbol will lead to more conversations about domestic violence. The Avon study found that 51% of all US 15-to-22-year-olds know a victim of dating violence or sexual assault.
“That means when you walk into a room there is a good chance that people in there or their loved ones have been a victim of abuse yet the issue remains hidden,” said Anne Glauber, a managing partner at Finn Partners.
Key messages of the campaign include knowing the signs of domestic abuse, reporting them, and encouraging victims to seek help.
To promote the campaign and the symbol, supporters are holding a briefing on Capitol Hill on Wednesday to share results from the Avon Foundation-funded No More study: “Teens and Young Adults on Dating Violence and Sexual Assault.” The report will be presented by actress Ashley Greene.
Later Wednesday, actress Mariska Hargitay, the founder of the Joyful Heart Foundation, will host a National Press Club luncheon, and a No More PSA will be unveiled at a Washington Wizards game. The initiative also includes significant social media elements.
Unlike many anti-domestic abuse campaigns, this one will start with its outreach focused on men instead of women.
“Men are key to changing perceptions. This has always been looked at as a women's issue. It's not; it's an everyone issue,” said Jane Randel, SVP of corporate communications and brand services at Fifth & Pacific.
Late last year, the Verizon Foundation launched the “Your Voice Counts” campaign, which like No More, targeted men and aimed to get them to speak out against domestic abuse.