City of New York - "Back"

McCann Worldgroup

McCann Worldgroup New York, Vereinigte Staaten von Amerika

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Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: City of New York
Länder: Vereinigte Staaten von Amerika

Werbende: City of New York, Mayor Bloomberg' Office

Titel	Back
Agentur	McCann Worldgroup
Kampagne	Domestic Violence Photos - City of New York
Werbende	City of New York, Mayor Bloomberg' Office
Marke	City of New York
Posted	Mai 2007
Produkt	Domestic Violence
Geschäftsbereich	Gewalten, sexueller Missbrauch
Philosophie	The Mayors Office was looking for a hard-hitting campaign; one that would get noticed and call attention to the helpline. We decided to go forward with an extremely visual campaign, serving up powerful statistics in a provocative way.
Problem	In August of 2005, The New York City Mayor's Office wanted to utilize an outdoor campaign to bring attention to the citys Domestic Violence hotline, specifically targeting women at risk. At the time, domestic violence homicide rates were rising in the city,leading to several high-profile cases in the headlines.
Ergebnis	On average, the number of average daily call volume has increase 64% during the campaign which makes this campaign our most successful one to date. Interestingly enough, the 311 Centers domestic violence calls has increased by 425% most, if not all, of which can probably be attributed directly to the campaign. We are continuing to work with the Hotline to gather information regarding reasons for and results of the calls (e.g. requesting shelter, wanting a referral to a DV program, requesting information on the issue, etc.). We are also tracking the languages spoken by the callers.
Medientyp	Presse & Publikationen
Markt	Vereinigte Staaten von Amerika
Retouching and Illustration:	Franco Casas & Carl Ellis
Project Management	Peter Fay
Print Producer:	April Gallo
Art Director	audrey huffenreuter
Art Buyer	Andrea Kaye
Other	Joyce Thomas
Texter	Leslie Sims
Fotograf	Leon Steele
Make-up Artist	Bill Turpin
Account Executive	Lydia Wagner