Verizon tasked MHP/Team SI with elevating public understanding about domestic violence during national Domestic Violence Awareness Month. We developed a unique campaign called "Don’t Let DV Coast" to put our messages in unexpected places, and to create powerful partnerships inside communities.
We teamed with mayors and police chiefs, the hospitality industry and domestic violence shelters in Arkansas, northern Mississippi and western Tennessee.
We displayed statistics and educational information on drink coasters in high-traffic entertainment/dining establishments. The coasters were distributed to restaurants and bars in key travel destinations in all three states. The double-sided coasters – one side targeting males, the other targeting females – feature a QR code that leads to landing page with information about domestic violence, resources for help and a trailer to the domestic violence documentary "Telling Amy’s Story."
News conferences were held in the major media markets that featured giant coasters displayed on easels. We packaged coasters with purple ribbon, the symbolic color of domestic violence. Photographers from local stations focused their lenses on tables with rows of coasters and crowds of supporters.
- More than 18,000 drink coasters were distributed to establishments in Little Rock, North Little Rock, Fayetteville, Tupelo and Memphis.
- An estimated 1.9 million people were exposed to the domestic violence prevention message.
- The campaign resulted in 35 media stories and 639,536 media impressions in Little Rock, Fayetteville, Memphis and northern Mississippi.