‘We Understand’ Campaign
The Mayor’s Office of Domestic Violence (OCDV) designed a campaign to highlight the complexities of domestic violence and be more representative of all relationships that are impacted.
The goal of the campaign was to increase the number of people getting help from local support centers, the support hotline, and a newly launched online portal that housed connections to support. Due to the sensitivity of this issue, OCDV saw an opportunity to work with community-based organizations to more effectively reach specific communities with the message.
They wanted to introduce both a digital and grassroots component to the campaign since it was initially launched with mostly traditional media (i.e billboards, subway ads, taxi TV) and did not deeply integrate local groups.
In 2018, SVM was hired to launch a partner-led digital outreach campaign to connect survivors of domestic violence with support offered by NYC.
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- SVM collaborated with OCDV’s network of city agency and community-based partners to coordinate an outreach campaign targeting 7 verticals.
- SVM managed a concentrated 3-week campaign with each partner that utilized their existing distribution channels as well as paid social.
- SVM worked with 16 different organizations to design social posts and emails that would uniquely resonate with each community.
- Also, SVM managed OCDV’s social channels for an organic 6- week campaign.