Stop the Violence Utah
Created:
August 2020
Project Duties:
Brand Building
Logo Design
Website Design
Promotion Strategy
Campaign Creation
Copywriting
WordPress Management
Objective:
Spurred by the increasing strain on domestic violence service providers due to COVID-19, Stop the Violence Utah aimed to unify over 14 direct service providers across the state of Utah for domestic violence awareness month. The campaign needed to successfully convey the impact service providers have on their communities, prevention, and advocacy opportunities, and raise funds to offset the impending funding losses for direct service providers through VAWA and VOCA federal funds.
Research Process
With over 14 service providers joining in at varying capacities, the campaign needed to reflect the work of those service providers in their communities. Initial research included an evaluation of each service providers' digital presence to identify tone, mission, and branding. I made the following observations:
Consistent key service areas included domestic violence services, sexual assault services, and prevention education
Consistent presence of teal and purple, the colors of sexual assault and domestic violence awareness, in nearly all service provider branding
Consistent use of trauma-informed, survivor-driven language
To successfully secure funding for the campaign, I set out to find key ways to differentiate ourselves, leveraging our unique value proposition to obtain sponsorship and unrestricted funds for service providers. Some key opportunity areas include:
Highlighting the disparate effects of domestic violence on marginalized communities and identities
Creating an updated, current resource service provider list, vetted and verified by the service providers themselves
Offering a high-visibility campaign with opportunities for local provider highlights and sponsor recognition, including billboards, media interviews, and more
Homepages of participating service providers
Madeline’s attention to detail, design, and communications skills ensured a powerful message was delivered with marginalized voices in mind.
— Gladyris Larsen, Director of Development, SafeHarbor Crisis Center
Building a Statewide Brand
As part of a multi-agency effort, it was critical to ensure brand consistency overall, including a flexible system for service provider staff of varying experience levels. I completed logo creation, typeface selection, mission statements, brand voice, and imagery in the first month of the project.
Typography
When selecting typography, I utilized only fonts available through Google Fonts to ensure minimal barriers for service provider participation and reliable control over the display on browsers. The typeface for the Stop the Violence Utah, Teko, conveys a more direct statement. In contrast, I used the Poppins typeface elsewhere to maintain the integrity of the campaign logo and greater neutrality to accommodate for varying subject matter.
Color Palettes
Informed by the branding throughline amongst service providers, the campaign color palette included a slightly modified purple and teal to tie the campaign back to broader domestic violence and sexual assault awareness efforts. This color palette remains flexible should they decide to extend the campaign into Sexual Assault Awareness Month.
Imagery
The imagery needed to be striking, speaking to the urgency, commitment, and power of direct service providers across the state. The completion of the Brand Book, entirely designed by myself, and the campaign pitch resulted in an unsolicited $10k contribution towards a marketing budget from Intermountain Healthcare, the largest healthcare provider network in the state of Utah.
Creating a Centralized Resource Hub
The statewide campaign included digital ads, televised interviews, radio spots, PSAs, and billboards circulating statewide. It was clear that we needed a centralized, robust, and striking website to direct traffic to. I completed each step of the process, including purchasing the domain, setting up DNS and hosting, selecting the theme, modifying CSS, generating graphics, copywriting, establishing site structure, and fine-tuning iconography.
As of July 2021, the website included over 20 pages of content, fact sheets, statewide service provider and event directories, educational and prevention resources, customized donation forms, and more. All created by me. During the 2020 campaign, the website also included a compilation of Stop the Violence Utah branded events happening across the state, directing visitors to the respective registration pages to ensure organizations captured registrant info for donor cultivation, stewardship, and grant reporting.
Implementing a Robust Campaign
On October 1, 2020, the Stop the Violence Utah campaign launched statewide, conducted primarily through social media, press efforts, billboard advertising, and COVID-safe event opportunities. I handled the following promotional activities during the campaign:
Placement of 47 digital billboards along major freeways, spanning the entirety of the state of Utah
Placement of Facebook ads, geo-targeted in service provider's respective service areas
Placement of radio PSAs on five Utah-based radio stations through iHeartMedia
Staging and media interviews for a COVID-safe awareness walk, featuring a newly formed biker group raising awareness for domestic violence
Creating and disseminating a full posting calendar for service providers of 40 potential social media posts, including copy, imagery, and necessary sponsor acknowledgments
2.5 Million
Estimated impressions across 47 digital billboards throughout the state of Utah.
100k+
Impressions across Stop the Violence Utah social channels including Facebook and Instagram.
$40k+
In unrestricted funds raised for domestic violence service providers in the state of Utah.
90k+
Impressions through televised PSAs and media interviews on two major news channels in the state.
Conclusion
As of July 2021, I currently serve as the chair for the statewide campaign marketing committee and have consulted for other statewide awareness month efforts, including the Utah Department of Health's Sexual Assault Awareness Month campaign. As a result of the statewide campaign, we received an unsolicited donation from Intermountain Healthcare, doubling our marketing budget for the 2021 campaign. A few of the lessons learned from this campaign include:
A scaled-down social media toolkit may reduce preceived barriers to entry for smaller service providers in the state.
More curated, localized content is effective in more rural service areas.
Pulling content from static fact sheets may help SEO rankings for the campaign site.
More targeted efforts to policymakers are necessary to ensure effective solutions are implemented long-term.
