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"Love is Not Abuse"

For more than 14 years, Liz Claiborne has been a corporate leader in raising awareness about domestic and relationship violence and abuse through its "Love is Not Abuse" program, which targets everyday Americans who, with the right tools and information, can help prevent violent relationships. Liz Claiborne became one of the first major corporations in the U.S. to take a stand on the issue of domestic violence and to date has invested more $7 million in the effort.

In spring 2005, Liz Claiborne turned to Ruder Finn's Global Issues Communications for a fresh, new approach to increasing and sustaining visibility for its long-standing commitment to combating domestic violence. Overall, Ruder Finn wanted to highlight LCI's long history and commitment by focusing on one segment of the population – teenagers – and position the community as a leading private sector contributor to the issue of violence against women.

 

 

OBJECTIVES

• Create awareness about the prevalence of teen dating violence and abuse
• Provide clear visibility for Liz Claiborne as a private sector leader in developing and supporting domestic and relationship abuse programs.
• Demonstrate that Liz Claiborne is responding to this national crisis by developing a substantive educational program that helps teens understand and respond to the issue.

PROGRAM

• Utilize market research to develop survey content, reaching out to prospective education partners to serve on a Liz Claiborne national advisory panel
• Develop curriculum regarding the prevention of teen dating abuse and pitching to national broadcast and print outlets in Washington, D.C. where curriculum was being piloted.
• Create and manage a press launch at the National Press Club in Washington, D.C.

RESULTS

• Event attended by journalists from the major wire services, NBC News Channel, FOX News, BET, Univision, CNN, and major dailies.
• Pitched exclusive Today Show segment the morning of the announcement.
• Managed additional broadcast coverage highlights following the launch such as CNN's NewsNight with Aaron Brown and American Morning shows, MSNBC's Live with Lester Holt, BET and Univision, and in 12 out of the top 15 markets.
• Final results included more than 135 television media hits across the country and more than 60 print and online articles, including major dailies such as The Dallas Morning News, The Washington Times, Boston Herald and The San Diego Union-Tribune. Most of the major wires - AP, Reuters and Knight-Ridder/Tribune.
• Recognition for excellence in strategy, implementation and results to address an issue with a comprehensive public relations program. The Love Is Not Abuse program won the Gold Sabre and Big Apple Awards for Cause-Related Marketing, Silver-Anvil Award of Excellence in Public Service and the Zucker Award.
• Ruder Finn also won a Webby for The Love is Respect website, which was done in conjunction with the Global Issues group's offline campaign. It was honored in the Activism category, which honors a site that best "empowers and educates people and facilitates civic participation". The Webby Awards is the leading international award honoring excellence on the Internet. Time magazine has called the Webbys "The Online Oscars".