The campaign "Break the Silence, Make the Call" aimed to increase awareness of domestic violence programs to help victims. It sought to increase calls to the national family violence hotline by 20% and distribute 1 million materials. Focus groups with survivors emphasized creating awareness. The campaign used grassroots partners, discreet hotline cards, and partnered with broadcasters. It was successful, increasing hotline calls 69% for English and 93% for Spanish. Post-campaign, 50% recognized the tagline. Additional strategies could include local events and social media engagement.

1. Analysis of
“Break the
Silence, Make
the call”
Olivia Chanelle Elofsson

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.

4. Research
34 survivors focus groups
Pointed clearly towards one
thing
Creating awareness

5. Strategies
Grassroot
Spokespersons
Discreet hotline cards
Partnered up with the Texas Association of Broadcasters

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”.

8. Additional thoughts
Appropriate:
• Only targeted towards women?
My additional strategies/ tactics:
• Running event, local
engagement.
• Social Media.