BOSTON Literal and figurative "warning signs" are the focus of The Link Agency's regional campaign on behalf of the Coalition Against Domestic Violence. The work will launch in all six New England states through October and November.
Print and billboards point out the fact that warning signs of abuse are not always obvious. One outdoor execution shows the word "Victim" on a license plate along with copy reading, "Domestic Violence. It's never this obvious." A print ad uses a similar device, showing a name tag that reads, "Hello. I'm being abused."
The campaign's overall tagline is "Break the silence. Make the call," directing people to a toll-free information number included in each execution. English and Spanish versions of the campaign have been produced.
The client paid for creative development, while the Providence, R.I., agency donated media buying and planning services.
"This account is important to us because we truly believe in the cause of creating an intolerance towards domestic violence in our communities and because we are a female-owned company," said Joanne Sourial, who wrote the copy. Juan Cano served as art director. Tracy LeRoux handled creative direction.