“The Abuse is Abuse campaign is POWERFUL, it is UNIQUE and it WILL help us as a community to talk about what can be most uncomfortable.”
– Jaime Saunders, Willow President & CEO
How can you motivate a conversation that is uncomfortable, scary, and usually left unsaid?
Shockingly, domestic violence rates in our own Monroe County are more than double those across the rest of New York. But as a community, it's a crisis we simply aren't talking about. Why? We uncovered two harsh truths: First, society overwhelmingly focuses on physical violence, often ignoring the many other ways abusers control, harm and imprison. Second, domestic violence feeds on silence—it thrives when we look away, choose not to get involved, or fail to stand up for those who matter to us.
The 2016 campaign had to change that. We needed to make sure every survivor knew Willow was always there for them. And we needed to spark a community-wide conversation about DV among our families, our friends and our colleagues.
Our core idea came from the realization that small words can do major harm—diminishing, hiding, and lessening the impact of something critical. Just. Only. A little. Kind of. But there's no such thing as “just a little” abuse. All forms, all amounts, are dangerous and completely unacceptable. Abuse is abuse. It’s time we talk about it.
50% increase in hotline calls from survivors during campaign period.
14% YOY increase in website traffic.
63% of page views from new vs. returning visitors.
6 million impressions (estimated value) earned in Greater Rochester area, sparking conversations about domestic violence and raising awareness that this issue exists everywhere—including the suburbs.
Willow wasn’t always Willow. Check out how we helped them rebrand.
Recognition for the Abuse is Abuse Campaign
2017 Pinnacle Award - American Marketing Association / Not-For-Profit Integrated Marketing Communications