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.
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
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.
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.
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.