The campaign will take place from October 1st to October 31st, 2017, given that October is the National Domestic Violence Awareness Month. The campaign activities will progress throughout the month and the campaign deliverables (provided later) are set to be achieved by the end of the month.
1) Social media: the use of social media networks will figure prominently into the campaign in order to deliver the message #silencekills, target a young audience, engage with participants, spread facts and statistics, contact national and local media, and spread information about events and support groups. The two major platforms to be used will be Twitter, for its immediate character and its ability to easily reach thousands of readers at once, and Facebook, simply because it is the most popular social media network. Both a Twitter and a Facebook account will be created for this campaign, named "SilenceKills," which will also be the campaign hashtag (#SilenceKills), along with a few others such as #takeastand or #isithappeningtoher (in the "social media outreach" section below, further details are given about the social media outreach campaign at large).
2) Website: a website will be developed where individuals can find statistics about domestic violence, information on symptoms and how to intervene, the telephone number of several domestic abuse hotlines and links to websites (like domesticshelters.org) where victims can find a shelter close to them, as well as links to the different "SilenceKills" social media platforms and the related activities, a donation tag, where a host of organizations will be listed that visitors can donate to, a link to an apparel shop with #SilenceKills branding (benefits would partly go to support orgs), and more.
1) Meetings: Another important aspect of the #silencekills campaign will consist of in-person events and meetings. Having these meetings will allow us to do several things: First, target audiences more specifically (a meeting on specific campuses, high schools, or for specific areas, like meetings at the National Mall in Washington D.C., or Central Park, NYC), second, greatly expand our message with in person conversations between visiting speakers and victims of domestic abuse, and attendees, and finally, collect emails and informations for our lists of supporters, donors, etc. There will be three types of meetings:
- High School and College Campus Events: Here, the #SilenceKills campaign will partner with on-campus domestic violence organizations and of related issues, like sexual assault. Several types of events can be hosted, such as community discussions with students and professors, sign-the-pledge drives, visibility events, where we invite former victims of domestic violence from organizations like Jane Doe inc. to talk with students, etc. Reaching out to student-led organizations about domestic violence (or related issues, such as sexual assault organizations) to co-host the event would be a great way to expand the scope of the event, as well as reaching out to student news groups like the GW Rival, or the GW Hatchet to cover the event. Another interesting group to partner with for events on campuses is the Avon Foundation for Women and its new National Leadership Institute: Changing the Narrative on Campus Gender-Based Violence.
- Public DV Co-sponsored Meetings: To expand our message in person, it would be a great idea to reach out to humanitarian and social organizations related to domestic abuse. Public events at public parks, in malls, outside of big sports events or concerts near the area of the event, (to reach a young population, more broad than just students), etc. These events would be organized in cooperation with domestic abuse support groups like the National Coalition Against Domestic Violence (NCADV) and their daily events across the country, or any of the following,
to host these public meetings and events where attendees would be able to talk to victims of domestic abuse, ask questions, spread information on support hotlines, etc. An important feature of these events could be training for people to learn to handle domestic abuse interventions that could be provided by partnering with local law enforcement in attendance at these events.
- Promotional Events: This is a special type of event, also designed to promote the #SilenceKills campaign and its issues, that partners with non-domestic abuse related groups. In essence, the objective here is to "pool resources," as it were, with organizations that would attract audiences for other reasons, take advantage of those crowds and campaign the #SilenceKills brand. This would include, for example, partnering with dog adoption foundations (like the Lucky Dog Foundation, that hosts dog adoption events) to take advantage of the many people that would stop to pet the dogs and talk to them about domestic violence issues. Another example would be to partner with animal foundations that visit colleges during midterm season with animals to help students destress, and facilitate conversations on domestic abuse through this channel that would help the campaign reach its young target audience.
SOCIAL MEDIA OUTREACH
Social media outreach and engagement will be a key component of the #SilenceKills campaign. Combining active Twitter and Facebook accounts that post different kinds of content on a daily basis, with special social media events like twitter rallies, Facebook personal story posts, raffles and competitions, the #SilenceKills campaign will reach a large audience and attempt to expand its following while simultaneously bringing awareness to the issue of domestic abuse.
- Use Twitter to communicate a clear message every day, promoting the #SilenceKills core issues. This tweet would go out daily at 12 p.m. Each day a different tweet is used, sometimes they will include photographs and infographics containing key information, promoting messages with the color purple (the color associated with domestic abuse).