Be Her First Step
Client: Genesis Women's Shelter & Support
Project Type: Non-Profit/Educational Campaign
Copywriter: Madeleine Glenski
Art Director: Ruth Lovati
Agency: Ad 2 Dallas + Richards/Lerma
Date: February 2018
We’ve all seen the typical domestic violence ad that tells a very depressing, and often graphic, story of abuse. But when this story ends, do we know how to pinpoint domestic violence in our own lives? Or better yet, do they even know how to address it if we do happen to see it?
This is where Genesis comes in. We want to go beyond shedding light on the problem and actually point people to a solution. The "Be Her First Step" campaign provides people with the educational tools they need to spot and fight domestic violence in their everyday lives – allowing them to be her first step away from domestic violence.
30" TV SPOT
BILLBOARDS
RADIO SPOTS
DISPLAY ADS
RESULTS
Impressions = 56 Million
Increased Site Traffic = By 25%
Total Value Of = Almost $700,000
* With $100,000 in media donations and $150,000 in production cost donations, Genesis Women's Shelter & Support was able to see these results without spending a penny!
AWARDs
Award 1: 1st Place in the Ad 2 Public Service Competition at the American Advertising Federation 2018 National Conference "ADMERICA" – https://aafdallas.org/2018/06/15/ad-2-dallas-wins-first-place-national-public-service-competition/
Award 2: Bronze ADDY in the “Public Service Campaign” Category at the 2019 Dallas ADDYs
