Temerlin Battles Sexual Assault

DALLAS Interpublic Group’s Temerlin McClain presents rape survivors telling their personal stories in the first statewide public awareness campaign against sexual assault on behalf of the Texas Association Against Sexual Assault.

In “Speak Up. Speak Out,” survivors talk directly to the camera. In one spot, Bridget Kelly, a teacher from Killeen, Texas, says, “My name’s Bridget. Seven months ago I was raped and shot in this field. I would give anything for it not to have happened but it has, and that’s my reality . . . the first step of becoming a survivor is to talk about it. You find out there’s a little secret club that you never wanted to be a part of but once you’re there you’re glad that you’re not alone. We derive strength from each other and to connect like that is such a feeling of comfort.”

Each spot ends with the Web site address and phone number of TAASA, a nonprofit educational and advocacy organization committed to ending sexual violence in Texas.

“One of the reasons we went with this campaign was because in the research we found there’s a huge tendency for women who have been raped not to talk about it,” said Temerlin group creative director Leigh Sander. “And there’s the sense the best way to connect with them is to hear and see there are other women who have been raped.”

Sander added, “We couldn’t think of anything more compelling than a woman one-on-one telling her story. The campaign is centered around the celebration of hope and their journeys to healing.”

The campaign, which breaks in spot markets throughout Texas on March 31, consists of five 30-second commercials and one Spanish-language 30-second ad that target a teenage audience. Radio, print, online and public relations support the TV push.

The effort marks the first time the agency has used paid television rather than public service announcements for the client, the result of a $2 million grant from the Office of the Attorney General’s Sexual Assault Prevention and Crisis Services Program. The grant was awarded to identify Texans’ attitude towards sexual assault and develop a public awareness campaign around the issue.

Temerlin sibling shop Weber Shandwick’s internal research arm, KRC Research, handled the research phase. Temerlin of Irving, Texas, won advertising duties for TAASA without a review in September.