| Titre | Pregnancy |
| Agence | McCann Worldgroup |
| Campagne | Domestic Violence Photos - City of New York |
| Annonceur | City of New York, Mayor Bloomberg' Office |
| Marque | City of New York |
| Mise en ligne | Mai 2007 |
| Produit | Domestic Violence |
| Secteur d'activité | Violence domestique, agressions sexuelles |
| 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. |
| Problème | 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. |
| Résultat | 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. |
| Type de média | Presse & publications |
| Marché | Etats-Unis |
| Retouching and Illustration: | Franco Casas & Carl Ellis |
| Project Management | Peter Fay |
| Print Producer: | April Gallo |
| Directeur artistique | audrey huffenreuter |
| Art Buyer | Andrea Kaye |
| Other | Joyce Thomas |
| Concepteur / rédacteur | Leslie Sims |
| Photographe | Leon Steele |
| Make-up Artist | Bill Turpin |
| Chef de groupe | Lydia Wagner |
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