YWCA - Case Study - Saxum

WorkYWCA

Challenge

Domestic violence is a topic rarely discussed openly in our society. However, as Oklahoma City’s only certified shelter for battered women, YWCA is keenly aware of how pervasive this problem is. Approximately one woman in four will be the victim of domestic abuse at some point in her life.

In 2012, the Oklahoma City YWCA applied for and received Saxum’s annual Step Up grant for up to $50,000 in marketing communications services. The organization also worked to add $50,000 more resources and donations to supplement the grant for development of an integrated marketing campaign to educate Oklahomans about domestic violence.

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Strategy/Tactics

After considerable brainstorming and conceptualization, Saxum developed the “Uncomfortable” campaign – a fully integrated campaign with television, print, outdoor and digital elements. This campaign daringly targeted men, while delivering the message that the first step toward solving the problem is to begin to acknowledge it. The casting and production of the various elements was funded in part by leaders in the community. Saxum launched the campaign in full to nearly 500 community leaders, as well as media entities, at an event specifically designed to educate men about the domestic violence problem and to empower men to be a part of the solution.

Results

The quality of the messaging and the aggressive promotional tactics Saxum enacted to spread the word about the campaign resulted in very large donations of advertising space by some of Oklahoma City’s top media outlets, including KFOR (NBC affiliate), KOCO (ABC affiliate), KWTV (CBS affiliate) and KOKH (Fox affiliate), Tyler Media (outdoor) and NewsOK (The Oklahoman print and digital). The media donations were all strategically aimed at specific target audiences during peak viewing periods instead of random PSA donation slots to drive awareness leading into October which is Domestic Violence Awareness Month, but also year round in its appeal to men. It also has a timeless quality so the campaign can be recreated and ramped up as more media donations are received.

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