In the United States, 1 in 4 women will be physically abused by an intimate partner in her lifetime.* The National Network to End Domestic Violence (NNEDV) has partnered with Free People Clothing, a company that embodies female confidence and empowerment. Together, Free People and NNEDV are reaching a new audience, raising public awareness of the issue of domestic violence, and empowering women to have hope in a future free from violence. The partnership campaign, centered on the theme of Be Free From Domestic Violence, comprises a dedicated campaign Web site, print items, online advertising, and more as part of a strategic marketing plan.
This book provides a comprehensive look at the ground-breaking campaign from inception to completion, including research & strategy, brand personality, artistic style, and final designs.
* SOURCE: Tjaden, P., & Thoennes, N. (2000). Extent, nature, and consequences of intimate partner violence: Findings from the National Violence Against Women Survey. Retrieved from National Institute of Justice Web site: http://www.ojp.usdoj.gov/nij/pubs-sum/181867.htm