Domestic Violence

The Bingham Group worked together with the Tennessee Department of Homeland Security to create a campaign bringing awareness to domestic violence across the entire state.  After conducting focus groups in each part of the state with real victims of domestic violence we created four thirty second public service announcements to be broadcast on television.  Each spot is aimed at a different person in the situation, including the victim, abuser, or third party onlooker.  Large posters and billboards that included the same artwork and copy material were also created to coincide with the television spots to further bring awareness to domestic violence.

The Goal: To convince victims of domestic violence as well as their friends and family to call the helpline.

The Strategy: The Bingham Group worked with the Tennessee Department of Homeland Security to create a campaign bringing awareness of domestic violence across the entire state.

While researching the campaign, we held focus groups with a panel of women who had been abused. They told us what would be effective and exactly what would make them call the hotline. They told us why they would stay with the abuser and what might make them get help.

The Campaign: Each spot was aimed at a different person in the situation, including the victim or third-party onlooker. We also placed social media ads and mailed posters to all the Health Departments in the State.

PSAs: The Bingham Group created four public service announcements and implemented all aspects of digital media applications.

Over-the-Top: The target was served a 6-second commercial on their smartphone or computer with a link to the hotline or website.

Print: Large posters and billboards that included the same artwork and copy material
were also created to coincide with the television spots to further bring awareness to domestic violence.