Broadcast - Television
Cinema Pre-Roll
Out of Home Advertising
Social Media
Video Production
Project Overview
“No Excuses” is a multimedia advertising campaign our agency created for Chrysalis, a trauma-certified nonprofit that helps individuals and families impacted by domestic violence. It was designed to deliver a message of awareness, empowerment and legitimacy to women and men at risk of abuse, and invites them to seek help, information and confidential support at www.noabuse.org. The takeaway: No matter what excuse an abuser gives, this doesn’t mean it’s the truth—and it can’t change the truth.
Details
The work targeted those who are early in the abuse cycle and questioning their relationship with the abuser. The objective was to provide a lifeline for these individuals—the Chrysalis website—so they could contact the center and find additional resources that would help them get out of a potentially life-threatening situation.
Our plea to victims was compassionate and understanding—and it came from people who have been there. Creative components included a video that aired on local TV in the Phoenix market, shortened video versions for Facebook and Instagram, and out-ofhome media (billboards). We also secured PSA placements for the video at Harkins Theatres and coordinated the release of an oped by Chrysalis’ CEO.
The campaign reached more than 750,000 people on social media, garnered 8.5 million impressions from its OOH messages, and received 9,000 website visits.
