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OOH campaign in NY's Times Square targets domestic violence

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February 9, 2022

Domestic violence nonprofits Safe in Harm's Way Foundation Inc. and DomesticShelters.org, a service of Theresa's Fund, are partnering with Neon, an IPG Health company, and the Out of Home Advertising Association of America to raise nationwide awareness of domestic abuse through an OOH campaign, according to a press release.

The campaign, which debuted in New York City's Times Square on Feb. 1, aims to connect victims of abuse with the help they need through OOH advertising.

"Many survivors, especially during the pandemic, had limited access to information or support services. This campaign partnership gives survivors the opportunity to find resources in the one place abusers cannot control and isolate — what they see publicly when traveling or living their daily life," Caroline Markel Hammond, CEO of Safe in Harm's Way Foundation Inc. and the Purple Ribbon Award's 2021 Survivor of the Year, said in the release.

Safe in Harm's Way is an online platform allowing people to recognize the feelings of sadness, worry, lies, fear and pain to the red flags of abuse, so that they can build community and find the resources for healing. The platform recently partnered with DomesticShelters.org, an online directory of domestic violence programs and shelters in the U.S. and Canada.

"When Safe in Harm's Way reached out asking for our help to create messaging for their national awareness campaign, we jumped at the chance to reach even more people with potentially life-saving information about domestic violence," Ashley Rumschlag, CEO and president of Theresa's Fund and DomesticShelters.org, said in the release.

Safe in Harm's Way launched its first national awareness campaign in February 2021 for victims of domestic abuse that showcased the dark side of Valentine's Day. The campaign was recognized with two Purple Ribbon Awards for Best COVID-19 Response Plan, and Outstanding Awareness Plan from DomesticShelters.org.

Abusers use isolation to control their victims, making OOH advertising and public attractions such as Times Square an important medium for reaching domestic violence victims. Abusers may heavily monitor cell phone activity, or prohibit contact with family and friends.

"OAAA is honored to partner on a campaign that raises awareness about the trauma of domestic violence and provides hope for survivors," Anna Bager, president and CEO, OAAA, said in the release. "The OOH industry has a long history of rallying around critical public health and safety issues; this medium is a tangible way to reach people and make an impact."

The initial public service announcement on Valentine's Day, done by Safe in Harm's Way, was meant to get the public to think differently about domestic violence, and the next wave of PSAs continues the theme of shifting thought paradigm, as it highlights emotional manipulation, a damaging yet more insidious form of abuse.

The "Sorry" campaign is the first in a series of four created by Neon, an IPG Health company. It includes hand-drawn typography from illustrator Sarah Coleman, whose client roster includes Coca-Cola, Apple, and Disney.

"In light of the dramatic increase in domestic abuse during the pandemic, we were thrilled at the opportunity to partner with DomesticShelters.org and Safe in Harm's Way on this critically important initiative. This issue is close to all of our hearts, and I truly hope and believe it will help people find their way out of dangerous, oppressive situations," Jesse Kates, co-managing director, Neon, said in the release.