Background: Domestic Violence continues to be on the rise and because many survivors cannot safely share their own stories, the horror of their experiences goes largely unrecognized. We worked with Sojourner Family Peace Center in Milwaukee, Wisconsin, to target the general public with the #UntilSheCan movement dedicated to spreading awareness about domestic violence and providing each survivor with the support she needs.
Reasoning: We set out to create a movement focused on supporting and empowering survivors. It began with a simple rallying cry: Until She Can. Until she can find peace, share her own experience, claim independence and recognize her strength, we will shout her story and provide the support she deserves. The movement was brought to life with a campaign that provided an opportunity for survivors to be part of the message while still remaining anonymous. Through the use of shadows and hand lettering, we captured the unique voices of real survivors. Partnerships with influential people helped to drive awareness and build traction.
Challenges: The project was set to launch just as COVID-19 hit the United States. and George Floyd was murdered. Social media discussions and public attention were suddenly dedicated to multiple important topics, so we had to be thoughtful about reevaluating our rollout and timing, pivoting plans day-by-day.
Favorite details: In a campaign like this, it’s all about results and the reaction of those impacted. The response to this campaign has been overwhelmingly positive. Sojourner has seen an increase in donations and outreach. Most importantly, survivors are speaking up. They have utilized their voices on social media and shared their gratitude for the support Sojourner Family Peace Center is providing. Survivors see themselves in this campaign. They feel heard and valued and it has empowered them to share their own stories publicly.
Visual influences: We wanted to drive home the fact that many survivors cannot safely share their own stories. With that in mind, we mimicked the shadowed portrait style of anonymous video testimonials. We worked with purple lighting as a nod to the domestic violence awareness color and Sojourner Family Peace Center’s branding. Hand lettering brought a personal touch to each piece.
Anything new: The campaign features real survivors and their authentic quotations. Capturing their stories and portraits was a therapeutic, emotional and healing experience for all involved. Those on the agency and production team learned the alarming statistics of domestic violence and witnessed the true strength and grace of the people impacted by it.