Hurley Chandler Expands Anti-Violence Campaign

BOSTON A multimedia campaign from Hurley Chandler & Chaffer, developed for the Rhode Island Coalition Against Domestic Violence, is appearing throughout New England in an effort to inform people about where to go for help in their communities.

The work places abuse victims front and center, allowing them to tell their own stories. One 30-second TV spot features Shirley Bostrum of Marlboro, Conn., whose daughter Margie was killed by her husband. Bostrum is also the subject of a poster that shows her face with the text: “You think you know everything about your child. If I’d only known she was being abused before her husband killed her.” Outdoor executions and radio ads have also been developed.

The effort’s tagline: “Domestic violence. It is your business.”

Ads are tailored to each New England state to include information about local abuse programs.

“We gain a lot by having one message and one unified marketing effort for the entire region,” said client representative Karen Jeffreys.

The Providence, R.I., ad shop fashioned the creative, with media services provided by Konjolka/KSL Media, Wellesley, Mass. Tom Chandler and Kerry Chaffer oversaw campaign development, with input from copywriter Steve Bautista, photographer Paul Clancy, Elements Productions (TV) and Star Trak Studios (radio). The companies and individuals involved donated some services, but were reimbursed for a portion of out-of-pocket expenses.

The client raised money specifically for this marketing effort through corporate sponsorships. Sponsors included Citizens Bank, New England Gas, Verizon, United Healthcare, NBC10 and Citadel Communications. These funds are primarily used for paid media and printing.