Break The Cycle of Abuse is a print campaign that ran in the 2015 Fall / Winter Town of Conception Bay South Activity Guide.
The campaign is a joint effort between the Town of Conception Bay South and WAVE (Walk Against Violence, Everyone)
for Juliane, initiated by the family of Juliane, who are advocating awareness by sharing their tragic loss to help others.

The purpose of the campaign is to create an awareness about domestic abuse, educate on the symptoms of abuse, and provide information on where to seek help. The campaign needed to be communicated clearly within a full page 8.5 x 11 space in print.
During the research stages, I found the initial start of this project to be very heavy on emotion. I try to emphasize with my client
to better understand what they hope to achieve. After Speaking with the family, and then looking at other awareness campaigns,
I really found a common heavy, unsettling theme running seamlessly, I just couldn't stand to see another picture of a woman with a black eye.

At that moment I realized a different direction needed to be taken, a different approach in an empowering way.
I didn't want to only remind victims and family victims how tragic the situation is and where to get help. The purpose of this campaign is to go above and communicate that yes, you can make this stop, and there is always help waiting for you, and most importantly, you do have the power to do this, and we are waiting to help.

The target audience is anyone who may be in a situation of domestic abuse, as a victim or family or close friend of the victim.
Within that target audience are the victims who are too afraid to reach out for help; the ones who are silent about their situation.
Although the target audience is vicitims or family of victims, the campaign is also designed to show the symptoms of abuse. Knowing the symptoms can help prevent or alert to a situation.

EMPOWERING: The graphic and type create an image of "breaking" out of the cycle, and the campaign contains the information needed to flee an abusive situation.
EFFECTIVE: The information on seeking help is placed on the footer of the campaign, a cut line gives a visual clue to tear away the bottom. The tear away portion can be easily hid if necessary.
INFORMATIVE: The campaign tells a story through the image of breaking the cycle of abuse, the campaign also tells the symptoms of abuse through the graphic, and proceeds to offer the options on seeking help that is always readily available.
The campaign needed to empowering, and generate the confidence to reach out for help. From my research I learned that victims suffer very low self esteem and are afraid to seek help. I also learned that victims who flee a situation may later feel mixed emotion and return to the abusive situation.

The messages needed to be loud and clear that the victim has the power to make the change and that there is a support system in place to help them, and that it's a cycle that needs to break.

Back to Top