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Domestic Violence Matters: Six of the Most Powerful Domestic Violence Viral Ads

And how domestic violence campaigners are leveraging new media to change the conversation

Note: This is a guest post by Ad 2 DC, it’s the second post in a new blog series by DASH called ‘Domestic Violence Matters’, which discusses current events and media coverage of domestic violence. We believe that empowering, provocative, and original media and storytelling must play a critical role in helping to overcome domestic violence in our society.

Chris Brown hitting Rihanna. Ray Rice’s infamous striking of his partner Janae, and the ensuing NFL cover-up controversy. In recent times, high-profile cases of domestic violence are dominating news headlines and generating passionate discussions on- and offline.

But does all of this media coverage actually help the cause of those seeking to end domestic violence? Is it helping us to get at the root causes of the problem, to educate the general population and acquire resources for our programs and services? Does the buzz and clickbait actually educate or drive for positive change? Unfortunately, we believe the answer is no, at least without more context and advocacy.

Luckily, advocates against domestic violence are creating innovative, compelling media that leverage current headlines and memes to further the domestic violence conversation in meaningful ways. As you check out DASH’s picks for the most powerful campaigns below, notice that they share some common best practices:

  • Shock and surprise: The best domestic violence PSAs tend not to go the obvious route, choosing instead to lure in their audience by using a hook with mass appeal, such as a viral meme. This increases just how powerful and memorable the actual message is when revealed.
  • Subtlety and understatement: Sometimes the loudest message can be communicated in a quiet way. Using silence or suspended interest leads, some of the best domestic violence PSAs leave the audience to fill in the gaps, encouraging them to be similarly proactive when applying the message to their own lives and societies.
  • Innovative use of technology: While we might expect big name brands to wow us with new, tech-savvy advertising, certain social cause marketers have also shown their ability to utilize technology (facial recognition software, text donating) to get their message and calls to action to stand out. The British “Look At Me” campaign (number 3 below) is a prime example of a domestic violence organization whose campaign is at the cutting edge of advertising technology.

Below we highlight six of the most powerful and far reaching domestic violence viral ads of recent times, which we hope will continue to inspire and raise awareness about the pervasive issue of domestic violence.

1.  “Black and Blue” Salvation Army dress meme (Salvation Army, South Africa)

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The South African branch of the Salvation Army ingeniously leveraged the “What color is this dress?” meme to direct attention towards domestic violence survivors with this somber message. Using clever, concise copy (“Why is it so hard to see black and blue?”) and powerful imagery, the ad rapidly leveraged a broad-based meme and directed attention to the #StopAbuseAgainstWomen campaign.

Released on Twitter, the tweet drew over 17,000 retweets and worldwide coverage (HuffPo link) well beyond South Africa.

2.“Slap Her” video (Fanpage.it, Italy)

Released in January, this uplifting three minute video features several young Italian boys being asked to slap a girl. Each of them refuse, providing reasons such as “because I’m against violence,” and “because I’m a man.” The video–which combines sweetness and sentimentality–effectively contrasts the basic character of these boys against domestic violence in adult society. It ends with a powerful quote from a 6-year old: “In the kids’ world, women don’t get hit.”

As the Huffington Post noted, the video’s message is particularly important in Italy, “where the United Nations has reported domestic abuse is “the most pervasive form of violence,” and almost 32 percent of women between the ages of 16 and 70 experience some form of physical or sexual violence in their lifetimes.”

Produced by Italian video journalist Luva Lavarone for the news company fanpage.it, the video has been viewed more than 27 million times, garnering media coverage and discussion, as well as a response video from India that asks girls to slap a boy, demonstrating that domestic violence is not acceptable, regardless of gender.

3. “Look At Me” (Women’s Aid, United Kingdom)

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Launched for International Women’s Day (March 8), this interactive billboard featuring a battered woman changes when bystanders look at the image, using facial recognition technology. As more people who look at the image, the woman’s injuries heal more rapidly, sending a powerful and technologically visceral message of the benefits of not ignoring domestic violence.

Women’s Aid from Ocean Outdoor on Vimeo.

In addition, the bottom of the billboard features a live stream of the crowd. Bystanders who look towards the ad will see their faces picked out of the crowd, further compelling audience engagement. Finally, using location marketing software, passersby automatically receive text messages that enable them to donate directly to Women’s Aid, a British domestic violence charity.

4. “One Photo a Day in the Worst Year Of My Life” (B92, Serbia)

Created by the B92 Fund, a Serbian radio and TV broadcaster, this shocking video leveraged the “One photo a day” trend, featuring a young woman who begins the year healthy and happy, before descending rapidly into increasingly severe states of abuse. The video ends with the woman holding up a sign stating: “Help me, I don’t know if I will survive until tomorrow,” highlighting the speed with which previously healthy relationships can turn abusive.

It was launched in response to alarming domestic violence statistics in Serbia, where 11 women and two children were killed in domestic violence incidents in the first two months of 2013. Launched in March 2013, the video has been viewed over 42 million times, after initially gaining global traction via reddit.

5. “Woman’s Reaction to England World Cup Knockout” (Tender Education and Arts, UK)


This subtle, surprising advertisement was released during the Football World Cup in June 2014. Featuring a woman nervously cheering England on, it lures audiences in by looking much like other World Cup-related advertisements. However, her expression changes after the team loses and it ends in silence with a powerful statistic: “Domestic violence rises 38% when England gets knocked out of the World Cup.” The ad’s timing in the lead-up to England’s elimination effectively pre-empted the specific factors that may trigger domestic violence incidents.

Released by Tender, a British charity that uses theater and the arts to engage young people in violence prevention, the video has been viewed more than 900,000 times on YouTube.

6. “No More” Superbowl Ad” (NFL, United States)

Following a number of high profile incidents, and widespread criticism for its longstanding neglect of domestic violence cases involving its players, the NFL responded with a PSA campaign featuring “No More.” During the Superbowl, it released this chilling PSA featuring an actual phone call in which a domestic violence survivor disguises her 911 call for help by pretending to order a pizza.

The call was based on an actual 911 dispatcher’s reddit post, and brings to light the difficulty domestic violence victims often face in asking for help. The ad has been viewed more than 7 million times on YouTube.

The “No More” campaign also launched another stark, powerful PSA featuring celebrity NFL players calling for an end to common phrases used to ignore or justify domestic violence:

Which of these campaigns did you find most powerful? Which message did you think was most relevant to its audience? Please leave a comment below. We’d love to hear your thoughts!


What It Takes Blog Series #1: Finding Safety vs. Leaving, the Case for Safety Planning

Note: This is the first post in DASH’s ongoing What It Takes blog series, which examines and explains the various factors that make getting safe from abuse so difficult. Each post explores factors that survivors have to navigate on their journey to finding safety. Learn more about the campaign at the What It Takes page, and please spread the word: WhatItTakesDC. 

Most people think that in order to get safe from abuse, victims of domestic violence should just leave their abusers, that separation is the solution. The reality however, is that leaving is a complicated, dangerous process that takes time and planning.

At DASH we don’t require survivors of domestic violence to leave their abuser in order to access our services. We do this because empowerment is an integral part of our model, but also because it just doesn’t work, mandating the behavior of adults rarely does. Instead, we focus on safety, we want the victims we work with to be as safe as possible in whatever choice they make. For some this is controversial – but for us it’s a natural component of the culture of trust we’ve built at DASH.

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For this reason, we are very intentional about the language in the What It Takes campaign, we want to address the misconception that all victims of abuse “should just leave,” but we also want to push back on the idea that leaving is the best option for everyone. It’s important to acknowledge the reality that not everybody leaves – and it is just as vital for those who stay in abusive relationships to find safety. Our Clinical Director, Emma Kupferman put it best when she said,  “If we are really going to fight the epidemic of domestic violence, we have to be there to support all survivors, not just those who have left.”

Leaving is the most dangerous time for victims of domestic violence, it takes planning and an immense amount of foresight. Before leaving, survivors need access to housing, stable finances, important documents and reliable transportation among others. Another big barrier for survivors who want to leave is fear – and for good reason, 75% of domestic violence related homicides occur when the survivor is trying to leave. In these situations the abuser will go to extreme lengths in order to maintain power over their partner.

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For survivors who decide to stay in their relationships – and many do – safety planning is crucial. Safety plans are based on the individual situation of the survivor, there is no one size fits all plan for staying safe. Survivors are asked to think about where they feel safe in their home, different things that trigger their abuser as well as people they trust that they can reach out to in emergencies. An example of a safety plan can be found here.

We are not advocating that survivors stay in abusive relationships – we are advocating for support and access to services for all survivors, no matter their situation.


Learn More

Safe Housing Champion: Mary Braxton

Building Brick Award

We are excited to award Mary Braxton, Assistant Community Manager at Edgewood Commons, with the “Building Brick” award. In construction, the “building brick” is that which makes up the substance of the structure. Mary Braxton’s help to ensure that the families at DASH are provided with more than just a safe place to run, but the ability to establish new homes – quickly, easily, and comfortably, the way a home should be – helps changes lives.

How did you first become connected to DASH?20150406_071949

My first connection with DASH was around the beginning of 2014 while working at another Edgewood Managed property. I was online researching housing programs for victims of Domestic Violence to assist a resident that was dealing with a serious domestic issue with her family and I came across a link (http://www.endhomelessness.org/library/entry/dashs-empowerment-project-rapid-re-housing-for-survivors-of-domestic-violen ). I clicked on the link  it was an article about DASH. I then googled DASH to get the contact information. I reached out to DASH to get more information and I started referring residents to them.

What has DASH’s impact been on the survivors of domestic violence you work with?

DASH has had a tremendous impact on the survivors I work with. The financial assistance that DASH has provided to survivors it has enable them to maintain their affordable housing and most are now receiving counseling from other sources.  Unfortunately, due to the type of work I do I’m unable to provide specific stories.

From your perspective as a property manager, what are some of the unique challenges that survivors of domestic violence face when looking for affordable housing?  

The greatest challenge survivors face is having good credit. Many of the survivors I work with depended on their abusers for financial assistance to pay their rent . Once the abuser leaves then the survivor can no longer rely on that source for assistance. Unfortunately, it’s a trickle-down effect and they’re not able to pay the rent on time and as a result I have to sue them. Every time they’re sued it’s reported to the credit bureau and then their credit is negatively impacted. When the survivor goes to look for affordable housing the first thing that is checked is their rental and credit history. Most HUD funded properties will not accept applicants with negative rental history.

Why do you think that safe housing is an important service for survivors of domestic violence in DC?

I think safe housing is an extremely important service for survivors because it allows them time to get themselves together and reflect on their situation. Without  safe housing they will not be able to move forward with their recovery.


6 Reasons to Attend Allies in Change; Part 2

Join us at Allies in Change as we honor the people and organizations that make a difference at DASH. Need a reason to buy a ticket? We’ve got six good ones. See part 1 here.

4. Hear a Survivor’s Story. Our Special Guest Speaker will be a DASH survivor who will share her story and courageous efforts to escape from abuse and rebuild her life.

5. Take snapshots in our photo booth! Thanks to MOI Inc. our photo booth sponsor!

6. Support Safe Housing. At DASH we believe that safe housing should be a right shared by everyone. Help us make that a reality, buy a ticket today.

Join us on April 30th, go to our event page for tickets and information.

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4th Annual Allies in Change Awards Luncheon

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Each year, DASH recognizes those community partners who have made a difference in the lives of women and children facing homelessness due to domestic violence.

This year we are excited to welcome back Erika Gonzalez of NBC4 as our Mistress of Ceremonies.

And we are thrilled to have Yvette Cade as our keynote speaker who will share her inspirational story of survival as she escaped domestic abuse.  Ms. Cade was a guest on the Oprah Winfrey show and has focused her survival on speaking out against domestic violence in communities around the country.

Join us on April 2nd as we honor those who continue to be an ally in the community to amplify our mission and work to ensure that every home is a safe home for survivors of abuse.

Purchase a ticket or be a sponsor!

When:  Wednesday, April 2, 2014 at 12:00PM to 1:30PM

Where:  Hyatt Regency at Capitol Hill, 400 New Jersey Avenue, NW, Washington, DC

For more information on the Allies in Change Awards Luncheon, please contact Tameka Martin at tmartin@dashdc.wpengine.com or Meghan McDonough at mmcdonough@dashdc.wpengine.com.


DASH Receives National Award for Innovation in Safe Housing

On Monday, December 16, the District Alliance for Safe Housing, Inc. (DASH) was named as one of four national awardees of the Mary Bryon Project’s Celebrating Solutions Award for its innovative work in providing safe housing for victims of domestic and sexual violence in the District of Columbia.

The Mary Byron Project was established in 2000 in memory of the young woman whose tragic murder led to the creation of automated crime victim notification technologies. As a nationally recognized thought leader on domestic violence, the Mary Byron Project cultivates and supports efforts that extend beyond crisis management to attack the root causes of this epidemic and help build safer, healthier communities.  They created the Celebrating Solutions Awards to showcase and applaud local innovations that demonstrate promise in breaking the cycle of violence. They select programs that can serve as models for the nation and offer $10,000 cash awards in recognition of their pioneering efforts. Nominations are judged by a panel of experts in criminal justice, health care, and public policy, and other disciplines that address domestic violence.

DASH is being recognized for their ground-breaking model of providing housing for survivors who face homelessness as a result of abuse.  Throughout all of their programs, DASH works to ensure that domestic violence survivors, regardless of their circumstances, have access to a full range of housing options and that they don’t have to become homeless in the first place just to become safe from violence.  Since then, through their model, partnerships, and example, they have helped change how safe housing is operated throughout the District and have helped hundreds of survivors find a safe place to call home.

“We are thrilled to be honored by the Mary Byron Project with the Celebrating Solutions Award” said Peg Hacskaylo, Executive Director of DASH.  “Women are one the fastest growing groups of homeless people in the country and are also more vulnerable to be victimized while homeless.  Through this award, we can continue to highlight our work to ensure that hundreds of families become safe from abuse without facing life on the streets.”  Funds will be used to support DASH’s safe housing programs.


Newtown Action Alliance visits DASH

On December 12th DASH hosted a group of volunteers from the Newtown Action Alliance (http://newtownaction.org/). This week over 150 volunteers from all over Connecticut traveled to Washington, DC in order to commemorate the tragic events of the Sandy Hook Elementary School Shooting on December 14th, 2012. Groups of Newtown Action Alliance volunteers were working all around the metro area in order to infect DC residents with kindness, and it worked! We immensely enjoyed having them. They helped us prepare picture frames for our upcoming talent show and organized our art supplies closet. For DASH, the experience was humbling.  We appreciate their work and for allowing us to be a part of this day.

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DASH Partners with People Animals Love!

pupDASH is proud to announce a new partnership with People Animals Love (PAL). Twice a month, volunteers with dogs will be joining DASH children and their mothers for some pet therapy and playtime.
November 2nd was the first PAL event and it was beautiful outside. We had two pup2puppies, Paris and Tamu, join us for an afternoon of fun on the playground. Paris even came dressed in costume as a banana split! Both the dogs are trained by PAL to work with people and are calm, loving animals. We ran around, played on the playground, did tricks and enjoyed some cuddling with the puppies. After an hour of hardy playing, both the puppies and the kids were ready for naps. We can’t wait to have the puppies and their owners back in two weeks!


Happy Halloween from DASH!

photo (2)The DASH Community Room at Cornerstone on Wednesday was an explosion of dragons, bumblebees, doctors and ninjas as the DASH kids picked out their Halloween costumes. The excitement in the air was palpable as the kids dug through mountains of donated costumes. It took some kids over a half hour to choose between being a ninja, a zombie, a knight or batman for this Halloween. It’s thanks to the work of the Red Derby that they get to choose between so many wonderful options. The Red Derby donated over 70 costumes and dozens and dozens of bags of Halloween candy to DASH again this year, helping to make it special and fun for all our kids and their moms.

photo (3)Tonight the kids will celebrating Halloween at a Halloween party hosted by Homeless Children’s Playtime Project. The community room has been decorated, there is green spaghetti in the fridge candy everywhere in the office. It looks like it’s going to be a fun, spooky night.

photo (6)As the kids are celebrating Halloween at DASH, we will be celebrating BalderDASH at Agora bar for our annual fall fundraiser. Stop by for a chance to win the costume contest and meet some of our great staff!

 


From Garden to Table

ZaireThis week at DASH, we brought our gardening and eating full circle. On Tuesday, Wellness Coordinator Annabeth Roeschley and a child resident in DASH’s Cornerstone transitional housing spent time in the garden, harvesting a bounty of fresh “cherry” red and “sun-gold” tomatoes, as Zariawell as learning about the natural therapeutic value of herbs. (After picking lavender, the child was overheard sharing it with her mom and “teaching” her how to use AB and kiddosit for stress relief.)

Two days later found Annabeth with Advocate Afusat Olaifa for her cooking class in our Wellness Room kitchen, joined by two avid cooks who live at Cornerstone. Together, big bunches of basil DSCN0101were clipped from the beds outside, becoming the star ingredient in a tasty homemade pesto.  Mixed in with fresh pasta, seasoned chicken, and our homegrown tomatoes, this garden-to-table pesto delight waDSCN0108s shared and loved by all!


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