Campaign: Domestic violence, It rarely stops

Client: National Domestic Violence Hotline
WPP company: Y&R Chicago

The National Domestic Violence Hotline provides 24-hour support to people affected by domestic violence, including advocacy, safety planning, crisis intervention and referral.

In 2010, Y&R Chicago worked pro bono to create a public service announcement (PSA) to raise awareness about the hotline service.

The video shows a victim of domestic violence attempting to cover up her wounds, only to see fresh bruises appear for every one that she hides. The video speaks to the silence in which victims suffer and demonstrates that domestic violence is a cycle that rarely stops.

The PSA to date has had more than 250,000 views on YouTube and over 2.5 million free online media impressions. It featured in the Chicago Tribune, various advertising websites and countless blogs.

The campaign was worth $54,000 of agency time.

View the video below