PUBLIC AWARENESS ADVOCACY CAMPAIGN SITUATION ANALYSIS
CHALLENGE
The Nipissing Transition House is a shelter for women and children escaping situations of domestic violence. TWG was tasked with developing parallel campaigns with two distinct messages; an outreach project for a mature female audience and one focused on community advocacy.
INSIGHT AND KEY CONSIDERATIONS
Older women are less likely to leave situations of domestic violence because of perceived social and economic challenges. Raising awareness, in a crowded marketplace, about a social issue that most people refuse to acknowledge needed the creation of campaign materials with specific purposes. The outreach campaign was designed to inform older women about the options available to them The advocacy campaign was a gorilla style affair taking advantage of volunteers and earned media.
IMPLEMENTATION
The outreach campaign consisted of the design and development of a soft pastel look and feel utilizing non-threatening colours and imagery with an appeal to the 50 plus age group. Various media employed for message placement and distribution. The Transition House butterfly logo was incorporated into the overall design. The advocacy campaign saw the creation of full size gator board cut outs of female images covered with derogatory messaging placed strategically in the community over a four-day period.
RESULTS
Materials for both campaigns garnered a great deal of positive feedback. The client received tremendous community support and daily-earned media throughout the advocacy campaign. The client and their Provincial funding partners were very pleased with the results.
