Client factfile

The client:
My client is ‘NoMore’, the campaign was created by different groups who came to
put it together such as leading advocacy groups, service providers, the U.S.
department of Justice and major corporations. They have been around since March
2013, they are a campaign to raise public awareness about ending domestic
violence as well as sexual assault.
Its supports by hundreds of people worldwide and local, by different universities,
thousands of different organisations as well as communities who use the ‘NoMore’
blue symbol to try to increase the awareness of domestic abuse and sexual assault.
NOMORE was created to help end domestic violence and sexual assault, the group
who started the campaign were hoping that the campaign would be successful and
then there will be enough funding for direct service, advocacy and prevention.
Which is exactly what has happened. NoMore doesn’t accept any donations from
the general public, their profit is made through store to partner organizations in
the direct service, advocacy and prevention field (quoted from their websit
http://nomore.org/about/).
The campaign has over 700million viewers in over 160 different countries around
the world. NoMore’s campaign has been on different media channels such as MTV,
BET, VH1 and TV Land. They are all popular channels which will attract lots of
different audience.

The client:
NoMore is supported by the organisations listed below. They are all well known
organisations all around the world. AVON is well known in England for makeup
products which means they will put the word out there for them. Having a lot of
well known organisations supporting your campaign is good because if you have
something that goes wrong then you will have someone to fall back onto.

The issues:
They are hoping to achieve a decrease in the violence and sexual assault rate.
They want to make sure people know that there is help out there for them if they
suffer from sexual assault or any violence, whether they are men or women,
young or old or their location. They are also hoping to get the word out there
through their supporters which isn’t something that’s always going to happen,
some supporters are there just to support the campaign, others are there to help
them get the word out there.
NoMore are trying to get make to not be afraid to talk about domestic abuse.
They want their symbol to be recognized easily all around the word by the public
as well as other campaigns.
What they already have achieved is great, there is another slide with what
campaigns they have started and how they helped.
In 2014, NoMore teamed up with NFL (National Football league) who then went
on to make a movie about rape and abuse which was called ‘The Hunting Game’.
The film was very successful and they have made over $400,000 in profit. It was
out in the cinemas and now it’s available online. The movie was about
universities, football teams, and violence. It was about how a lot of universities in
America try to hide their awareness of how many girls are being raped or abused
by the football team mostly or other male members of the university.

The client: NoMore achievements
Source: http://nomore.org/about/

The issues:
The issue NoMore is tackling is domestic abuse as well as sexual assault across
both genders and all age gaps. This is a problem that happens worldwide, not just
locally.
- 4.6 million women in England and Wales have experienced domestic abuse.
- One in seven children and young people under the age of 18 will have
experienced living with domestic violence.
- In England and Wales two women on average are killed each week by their
partner or ex-partner.
(facts are quotes from
http://www.womensaid.org.uk/domestic_violence_topic.asp?section=0001000100
220036sionTitle=statistics )
- Each year, there is approximately around 203,000 victims of sexual assault
(over the age of 12).
- 98% of rapists will not spend a day in jail or prison, 68% of rapes are not even
reported to the police.
- 44% of victims are under age 18
- 80% of victims are under the age of 30
- Every 107 seconds there is another sexual assault happening.

Facts and figures:
• 1 in 3 women and 1 in 4 men experience violence from their partners in their
lifetimes (1).
• 1 in 3 teens experience sexual or physical abuse or threats from a boyfriend or
girlfriend in one year (2).
• 1 in 5 women are survivors of rape (1).
• 1 in 2 women and 1 in 5 men have experienced some form of sexual violence in
their lives (1).
• 1 in 4 women and 1 in 6 men were sexually abused before the age of 18 (3).
(quoted by http://nomore.org/know-the-facts-citations/ )

*
The campaign already has some existing products out there. It’s the same
layout of poster but using different models and different headlines. Their
symbol is obvious, it’s the big blue O which is in the title and in the bottom
right corner of each poster. The models are not smiling, they all have a
serious face on or a smirking face such as the middle bottom one, none of the
posters show happiness. You can see their emotions by their eyes, for
example, the one on the left hand side, you can see fear in her eyes, the
right one, you can see his ‘suspicious’ look.
All the images are in black and white, all the models are wearing black. Black
is usually associated with power, death, evil, fear. It has a negative effect on
people such as blacklist or a black death. All those things are what those
people will be feeling, whether they are the beater or the victim. Black
shows the scariness in people.

*
Womenaid use female as their models,
which clearly shows that their target
audience is mainly females who are getting
violated. NoMore use both genders as
models, is therefor we know straight away
that they target both genders. Womenaid’s
posters are in colour simply to show the
model’s bruising. NoMore’s posters are in
black and white, to give off a more dull
effect. You wouldn't’t think NoMore’s poster
was a domestic violence campaign from
taking a quick glance at it, however you will
know straight away that Womenaid is a
domestic violence campaign. The models in
the Womenaid campaign are undressed, to
show that they are not afraid to show their
pain anymore. On the other hand side,
NoMore has models who are dressed quite
sophisticated to show that they wont let the
past stop them from carrying on with their
life.
W
O
M
E
N
A
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D
C
A
M
P
A
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G
N
N
O
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R
E
C
A
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P
A
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N

*
On the left hand side, we have the women
aid campaign. On the right hand side, we
have our client NoMore campaign. They are
tackling the same social issue, domestic
violence, however they show it differently.
Both campaigns are using celebrities as their
models, clearly to attract people’s attention
because now, some people will only pay
attention to an issue if it features a
celebrity. The celebrities don’t look happy,
they have a straight face, they are looking
straight at you to try to make you look into
their eyes and feel the emotions they feel.
They are trying to get to your heart.
They have the same purpose, they are trying
to raise awareness, they are trying to build a
relationship with the subject and most of all
they are campaigning.
W
O
M
E
N
A
I
D
C
A
M
P
A
I
G
N
N
O
M
O
R
E
C
A
M
P
A
I
G
N

*
The WomenAid website has a lot of pink on, clearly there are more focused on women,
whereas NoMore’s website has blue, black, white as well as pictures of both men and women
so they are focused on both genders. Womenaid's website doesn’t look as professional as
NoMore’s website, there is too much information on the Womenaid's website, when you first
open it, the image on the left is what comes up. Whereas, NoMore’s website has hardly any
writing on, it has a few headlines and then all the different selections at the top which then
you can click on the right one to find out whatever you want. WomenAid has a donate button
at the top as well as the side which obviously is trying to get people to donate. NoMore
doesn’t ask for anything, in fact the main headline says ‘TOGETHER WE CAN END DOMESTIC
VIOLENCE & SEXUAL ASSAULT’ all what its asking from people is to just be supported.

*
The WomenAid website has no models on apart from the bottom right corner and
even on that image, you can only see the women’s face but not the children’s
face. NoMore’s website has 3 different models walking together with a caption on.
NoMore work in a different way to WomenAid, they are more professional, whereas
WomenAid is more trying to build a relationship with you, NoMore is all about
helping you. WomenAid has more ‘formal’ look, the columns and the writing on the
side indicate that. Whereas, NoMore has a more ‘sophisticated’ look, so maybe
they are targeting different people at different social standards.

*
This is a website about
domestic abuse, they are
clearly tackling the young
generation because of
their hash tag and the way
they have set out their
website, it’s a bit ‘funky’.
This Is Abuse is a online
campaign, which is trying
to raise awareness. They
created a short 30 seconds
advert saying how abuse
isn’t always physical. The
link is below.
Video: https://www.youtube.com/watch?v=r_dbSSQotZ0

*
They used actors from the
well known TV Show
called Hollyoaks, which is
watched by many people
around the UK. So
therefor, straight away we
know that the targeted
location for this campaign
is the UK. This film was
supported by the Home
Office as well which
means that it took a big
hit around the UK.

*
You can ask them questions,
find out what to do if you are
being abused and there is
polls and games you can take
place in online. This helps
builds a relationship with the
viewer because then they
feel a bit more connected.
On the right hand said, it
says you are not on your own
to make the victim feel like
there is people backing them
up and they are not the only
people who are suffering it.

*
Their logo is so simple but quite
deep. The speech bubbles are
usually used when someone is
talking, it’s hinting at talking
about the issue! It’s trying to
persuade you to talk about it,
using bright colours can make you
feel better because the website
isn’t looking down and under run.
It’s up to date with features such
as watching videos on the
homepage, liking the campaign
on Facebook and Twitter and
other stuff such as polls and
games.

*
At this particular point, her
phone goes off and he checks it.
She asks him what he's doing
with her phone and he replies
saying she's very popular. This is
to show you that domestic
violence doesn't’ always start
with a punch, it starts gradually,
from controlling what you wear
to who you talk to and see. It’s
trying to get you to spot the
start of an unhealthy
relationship with your partner.

*
He then changes the subject and
asks her if she's wearing what
she is right now, she says yeah
and he says you don’t want to
look cheap do you.
By the way he is looking at her
you can tell that he is got that
control over her, it’s nearly as if
he is giving her the ‘look’ that
scares her. The top picture is
her looking down at her outfit
trying to figure out what's wrong
with it. These are all signs of an
unhealthy relationship and the
start to domestic abuse.

*
So she sighs and goes to get
changed, if you watch the film
you can see a smirk on his face
that he has won. He is happy he
is controlling her.
He then moves on and goes back
onto checking her phone when
she leaves.
It gives you approximately 4
seconds of nothing happening
but him checking her phone to
get you to think about it and see
how you feel. Then it starts
again.

*
So she takes off her necklace, puts her
hair up and puts a long sleeve blazer on.
So clearly, she's in an unhealthy
relationship, where her phone gets
checked, her looks are controlled and so
is what she wear.
He then stops her before she leaves and
says ‘don’t make a fool out of yourself’
‘I love you too much to let you to do
that’. It’s as if he is twisting her arms
where the camera cant see to hurt her
even more. Then after he says that he
kisses her as if nothing happened at all.
Clearly he is suffering some sort of
mental illness, he isn’t right in the head
and the video is trying to show you that’s
what happening to you is not your fault
at all.

*
At the end of the 30 second
video, he says abuse isn't
always physical, which is
right. This video would be
popular within younger and
older people because the
actors are from the famous TV
show Hollyoaks, so therefore
they would be more eager to
get help if they see it
happening to famous people
also.

*
Help Guide is a trusted
campaign that’s non
profitable. It makes no profit
from helping people. Their
aim is to raise awareness,
help those in need, build a
relationship with the subject
and most of all help make you
a happier person or a happier
couple. It’s not just targeting
women who are being
abused, it’s targeting
unhappy couples. You can
donate money, however it
doesn’t go to the company, it
goes to the social issue the
campaign is facing.

*
This is a song Tracy Champman
wrote against domestic abuse.
This was wrote and released in
1988 where the situation was a
lot different back then than it is
now. The police couldn’t help,
he heard the screaming but he
hoped he was dreaming. The
song is short, it’s about two
minutes long, but the way he
sings you makes you think twice
about the words, it’s a very
‘chilling’ song, the type of song
that would give you goose
bumps.

*
I got 21 responses in total. 15 of them
were females and the other 6 were male.
Which means that this survey attracted
more females then males which shows
something/ Females that replied were over
a double of the men which I think suggests
that this issue is more common between
women, I believe it does happen to men
but maybe every 6 in 15.
Maybe because it’s so common in females,
that when it happens to the male half they
don’t think its as important because all the
attention is on the females who are getting
abused. This would make sense as to why
WomenAid are specifically targeting
women and other similar campaigns are
mostly aimed at women who are getting
abused. However, I will make sure to
include fonts, colours, text and the right
layout to suit both genders.

*
were between the age of 15 to 20 and 2
were over the age of 40. this makes me
think whether this social issue is
common in young people as well as older
people. NoMore does target young adults
but not as much as it targets older
adults. So therefore, I believe what I
can do is to make sure that when
posters are released that there will be
different posters for different age
groups so they will feel more
comfortable about asking for help and
speaking up. I will make sure that on the
website there is tab that you can click
on to access the young adults page and
in the page there will be information
about what they can do, how to get help
and be able to help themselves feel
better.

*
were living somewhere in Europe and 1
was living somewhere Africa. Maybe I
didn't’t get many results from Africa simply
because I didn't’t put the survey in the
right place to be seen by people from the
other side of the world. Domestic Violence
isn’t the common issue around Africa,
however it’s one of the most common and
repetitive social issue around Europe.
All around Europe there is a lot of
campaigns that help people who suffer
form domestic violence and sexual assault,
however it’s still really common.
NoMore’s main target is America and
Europe, so therefore I will make sure that
is maintained and if the campaign is
successful in those two areas, then I will
produce some work for areas such as Africa
which might not be getting as much
attention.

*
said yes they have experienced it, 8 said
no they haven't and 1 would rather not
say. What this shows me is that 12 out
of 21 people got abused, that’s over 6
out of 10 people. So once again, that
helps me because now I have my own
numbers to look at and I know how
many people between so many people
who have experienced domestic
violence.
What I need to do is still aim the
campaign in the right direction of
helping those who are experiencing it or
have already experienced it. I need to
make that 1 who would rather not say a
0, I want people to be able to speak
about it to let it out, so therefor I will
make the campaign more friendlier, so
they feel like they are connected to the
campaign.

*
6 out of 21 people said they are abuse
victims, another 6 said they are abuse
survivors, 5 people said they are a friend or
family of someone who suffered some
abuse. 1 said that it has to be with their
job, and the other 3 said that they are none
of the above or they haven't experienced it
or know of someone who has.
12 out of 21 people have suffered it or still
are suffering from domestic abuse.
This helps me because I need to make sure
the campaign carries on supporting those
who need help, however, I need to aim my
campaign at those people who know of
someone being abused but they haven't
spoke to any professionals about it, so
therefore their friends or family can
persuade the victim of talking about it and
getting the support they need.

*
6 people said they suffered physical abuse, 2
said sexual abuse, 3 said emotional abuse, 1
said verbal abuse and the other 8 said others.
The other responds were someone suffered
physical, emotional and financial abuse.
Another one suffered emotional, verbal and
physical abuse and the rest haven't suffered
anything. That means, 8 out of 21 people
suffered from physical abuse, 5 out of 21
suffered emotional abuse, 2 out of 21 suffered
verbal abuse and 2 out of 21 suffered sexual
abuse. That means 15 in 21 people will suffer
one of those abuses.
NoMore needs to make people aware of all the
different types of abuse there is, we can do
this by having a list of the types of abuse
online and then having a description for each
one so people know which type they are
suffering and what they need to do about it. I
can do posters saying that we are here to help
and then create different poster with different
types of abuse.

*
10 people got abused either by family
or a partner. 10 people said other. 2
people out of those 10 said mum,
another 2 of them said mother’s
boyfriend/husband. 1 said friend and
1 said ex partner. 3 said no one.
Whenever someone thinks of domestic
abuse, they think of a partner, but as
we can see it’s quite common with
family, even if it’s the child’s mum.
The worrying part is that 19 of the 21
responds are aged between 15-20.
I think what needs to happen is,
NoMore needs to focus on younger
adults more, posters need to go out
there of a mum hitting her girl or
shouting at her so people know its not
just ‘partners’ who cause domestic
violence. As well as focusing on older
adults, I think we need to target
younger adults more.

*
I got 19 responds back from this
question, 2 skipped it. All the
responds were based about getting
help, staying strong, to fight through
it and to seek the right help. All
those responds are right, NoMore
should start to build a relationship
with the subject more, instead of
creating posters with celebrities on,
try to reach a true story and write
about it. We need to build a
relationship with the audience and
let them know they can get help and
get happier if they just pick up the
phone and speak about it.

*
I got 17 responses back to this
question, they are all about how what
he is doing is not fair, its not right
etc… Those responds are right, seeing
others be protective over such a
sensitive subject makes you more
motivated to fight that social issue.
When campaigns see people’s hatred
towards the abusers, they only get
motivated to achieve better.
Therefore, NoMore will carry on
fighting the social issue, we will grow
bigger and bigger to create and
achieve better things in life. We want
people to understand that they can
get help, so therefore if we can show
the audience the responds we get,
they will feel know there is someone
there for them and that other people
think it’s disgusting.

*
I got 18 responds to this question, just
an overall summering it, all the
responds were talking about how they
will ring the police, they will get
involved, call a helpline or speak to a
trustworthy person. Our campaign
covers helplines, police (if in danger)
and trustworthy people. Therefore, we
are on the right track, we are
confidential and whatever gets said to
us will not be let out. So therefor,
NoMore will just carry on providing
people with helplines and counseling,
all what we need to do is put them out
there for people to realise they exists
and they are useful, we can do this by
creating adverts, posters or even by
having Avon Cosmetics post little
advert cards/posters with their
cosmetic books.

*
* This is an individual respond by a female who is aged
between 15 to 20 years old, she lives in Europe and
she has experienced domestic violence. She's
currently an abuse survivor, what she suffered was
physical abuse and it was caused by one of her
family members.
* I filtered the result and got all of this girl’s responds
to all the questions, having someone tell you it’s
happened to them, it makes the issue seem a lot
more real to others.
* She clearly suffered pain, she tells the victim not to
give up, to stand up for themselves and she tells the
abuser to think about it as if it was happening to
them instead of them doing it to the victim.
* Once she gets to the last question, she says about
how you need to step in yourself and help/support
them or to speak to someone about it. She warns
them that ringing the police doesn’t always help.
* Sometimes people who are suffering from domestic
abuse, they feel like no one will understand them.
By displaying this anonymous respond to them, they
will realise they are not alone and that they should
get help and speak to someone. They wont feel
alone and they will understand that it does happen
to other people as well.

*
* This is an individual respond by a male who is aged
between 15 to 20 years old, he lives in Europe. He is
currently an abuse victim suffering from physical
abuse which is caused by one of his family members.
* I filtered the result and got all of this boy’s responds
to all the questions. He is clearly suffering pain, his
answer’s aren't very detailed like the female’s and
he seems quite short with his words.
* He tells the victim to speak about it and not hide
away and tells the abuser to see what he is doing to
them and see if it’s fair.
* On the last question, he says to ring the police or
speak to college if unsure what to do. He is right so
therefore, it’s making me think if he has done that if
he is still an abuse victim. This shows that it’s
clearly not that easy to speak about.
* Comparing his results to the females results, I can
clearly tell that the female has gotten the help she
has because she’s more open and telling the victim
exactly what to do and explaining it and she is a
survivor. Whereas, he is a victim, he knows what to
do but he is still a victim, so therefore I don’t think
he has gotten the help he needs, I think he is
suffering the abuse and he doesn’t find it easy to
speak about.

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