City of New York - "Pregnancy"

McCann Worldgroup

McCann Worldgroup New York, United States

4429

This ad is part of the ACT Responsible Collection

Brand: City of New York
Country: United States

Advertiser: City of New York, Mayor Bloomberg' Office

Title	Pregnancy
Agency	McCann Worldgroup
Campaign	Domestic Violence Photos - City of New York
Advertiser	City of New York, Mayor Bloomberg' Office
Brand	City of New York
Posted	May 2007
Product	Domestic Violence
Business Sector	Anti-Domestic Violence, Sexual Abuse
Philosophy	The Mayors Office was looking for a hard-hitting campaign; one that would get noticed and call attention to the helpline. We decided to go forward with an extremely visual campaign, serving up powerful statistics in a provocative way.
Problem	In August of 2005, The New York City Mayor's Office wanted to utilize an outdoor campaign to bring attention to the citys Domestic Violence hotline, specifically targeting women at risk. At the time, domestic violence homicide rates were rising in the city,leading to several high-profile cases in the headlines.
Result	On average, the number of average daily call volume has increase 64% during the campaign which makes this campaign our most successful one to date. Interestingly enough, the 311 Centers domestic violence calls has increased by 425% most, if not all, of which can probably be attributed directly to the campaign. We are continuing to work with the Hotline to gather information regarding reasons for and results of the calls (e.g. requesting shelter, wanting a referral to a DV program, requesting information on the issue, etc.). We are also tracking the languages spoken by the callers.
Media Type	Print
Market	United States
Retouching and Illustration:	Franco Casas & Carl Ellis
Project Management	Peter Fay
Print Producer:	April Gallo
Art Director	audrey huffenreuter
Art Buyer	Andrea Kaye
Other	Joyce Thomas
Copywriter	Leslie Sims
Photographer	Leon Steele
Make-up Artist	Bill Turpin
Account Executive	Lydia Wagner