The Center for Family Safety and Healing is a private nonprofit organization that fully addresses all aspects of family violence, including child abuse and neglect, teen dating abuse, domestic violence, and elder abuse. Recently, the organization launched an anonymous, confidential resource line for individuals who may witness an act of family violence and aren’t sure what to do. Ologie was asked to create a campaign that would engage these bystanders and encourage them to call, text, or send an instant message for answers and advice that can help.
Drawing on a series of compelling word pairs and images, the campaign gets to the heart of a bystander’s experience. And the bold question at its center—”Where’s the Line?”—confronts the common self-doubt and fear that keep people silent.
The media buy included city-wide environmental installations on buildings and storefronts, along with TV commercials, digital ads, social media ads, and quick call-outs on the Today Show and local cable networks. Smaller pieces were also widely distributed, including posters, flyers, coffee sleeves, and pocket cards.