2. Background of the Case
• Campaign which reaches out to victims and families of domestic
violence.
• Kimberly, a woman who married her high school sweetheart.
• Turned into nine years of beating and death threats.
• Felt trapped, did not mention anything about her situation to her friends
or family or file a police report.
• 1,095 women killed by their male partner in 2010.
3. Objectives & Goals
To make domestic violence
programs more widely known
in order to assist victims and
reduce the number of
domestic abuse incidences.
• Achieve 20 percent increase in Texas-
based calls to the national family violence
hotline during paid media flights.
• Mix paid and public service
announcements to ensure a two-to-one
minimum of free versus paid spots.
• Identify at least ten grassroots partners.
• Distribute one million educational
campaign materials.
6. Additional Research
• Mass shootings
• (Geller et al., 2021), “We found significant differences in the average number of
injuries and fatalities between DV and history of DV shootings and a higher
average case fatality rate associated with DV-related mass shootings (83.7%)”.
• The root of the majority of mass shootings.
7. Outcomes
• Spiked dramatically with 69% for English-
language calls and 93% for Spanish-language
calls.
• Post-campaign study, 50% of respondents
recognized the campaign tag line "Break the
silence, make the call”.