Created by Lowe Campbell Ewald this out of home campaign wants to show that domestic abuse is insidious, focusing on the universal truth that victims simply don’t see it coming. The abuser is often charming, loving, abuse is gradual, and like the proverbial frog the abused will stay while the water begins to boil around them.
Mark Simon, Chief Creative Officer of Lowe Campbell Ewald explains:
“It's essential that people experiencing domestic violence and sexual assault know they have a place to go. We are proud to be part of such a meaningful campaign and believe this highly emotional approach will resonate with our audience. Our hope is that it reaches those who are suffering and provide them with the knowledge that help is out there."
To show the duality of the charming abuser, one print ad juxtaposes the phrase “I would kill to be with you” with “I’m gonna kill you” by layering text. The OOH bus stop ad shows what looks like a loving phrase from a distance, but it's made up of manipulative, hurtful thoughts once you get close enough to read it all.
We are grateful to the Lowe Campbell Ewald team for creating this campaign that clearly communicates an important message about domestic violence. One that is often manipulated by the abuser. It is the choice and actions of the abuser that causes abuse – the victim is never at fault.
Lowe Campbell Ewald has provided pro bono services to HAVEN for 15 years. The TV ad that goes with the campaign focuses on physical abuse. Mental abuse can be just as damaging and impossible to flee.
Agency: Lowe Campbell Ewald
Product Name: Public Service Announcement Campaign
Launch Date: Fall 2014
Campaign Elements (print, TV, OOH, etc): TV, Radio, Print, OOH, OLA
Name of Executions: Mr. Nice Guy
Tagline: Live Without Fear
Where Airing (e.g., regional, national): Regional
Media Spend: N/A – it will be donated
Media Agency: Lowe Campbell Ewald
Chief Creative Officer: Mark Simon, Lowe Campbell Ewald
Group Creative Director: David Bierman, Lowe Campbell Ewald
Art Director: Kelly Warkentien, Lowe Campbell Ewald
Copywriter: Nancy Wellinger, Lowe Campbell Ewald
Producers: Mary Ellen Krawczyk, Lowe Campbell Ewald
Account Executive(s): Joe Gaulzetti, Nicole Reincke, Alyssa DeYonker, Lowe Campbell Ewald
Production Company: Elastic
Director: Angus Wall
Director of Photography: Eric Treml
Executive producer: Jennifer Sofio Hall
Line Producer: Shanah Blevins