Internalized feelings of shame often keep victims from seeking assistance from their abusers.

Nearly all people, regardless of their life circumstance, has used the phrase, “I’m fine” in place of their truth. This universal truth creates a doorway for the more viewers to find common ground in the messaging, normalizing the idea of breaking the silence.

A robust pre-production process allowed us to manage a single capture day for all photo, video, and audio assets in both English and Spanish. Casting was deliberately meant to make the viewer second guess their perception of “who” is a victim by casting a wide net of demographics.

Vibrant color and energetic, diagonal lines are paired with non-graphic imagery that is still making direct eye contact with the viewer. The design is meant to be seen from far distances, stand out against concrete and natural landscapes, and have high-contrast for visibility to encourage viewers to read and remember the key contact information.

Research shows at-risk demographics reject physical takeaways due to risk of discovery. Our program was heavily focused on out-of-home placements such as billboards, bus ads, channels of ambient reception like radio and tv spots, and paid and organic social media and digital content. Delivery contained over 60 unique assets.