Domestic Abuse in Close-Up

BOSTON The Link Agency said it has crafted ads for the Rhode Island Coalition Against Domestic Violence that have been picked up to run in several other states nationwide.

Along with Rhode Island, Connecticut and New Hampshire, the effort will appear in California, Delaware, Kansas and North Carolina, the agency said.

The campaign from the independent shop in Providence, R.I., uses imagery of everyday people (the “best friend,” “student”, “corporate executive,” etc.) to illustrate the fact that domestic violence can happen to folks of all ages, ethnicities, lifestyles and social classes.

The tagline is “Domestic violence is closer than you think.”

In addition to TV and radio ads in English and Spanish, the mix includes posters, pamphlets, billboards, transit displays and unexpected elements such as wristbands.

Tracy LeRoux served as creative and art director on the effort, with Joanne Sourial writing the copy.

“The real credit should go to our client … they spearheaded the campaign and believed in it so much that they convinced the national coalition to offer the campaign to coalitions in all states,” said LeRoux.

Link has worked on the anti-violence ads for the past several years on a retainer basis, though the shop donates some of its services. Other agency clients include the Rhode Island Convention Center and Women & Infants Hospital.