District Attorney Film, Digital GREAT LIPS 101 [video] by Sanders Wingo

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GREAT LIPS 101 [video]

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Industry Against violence
Media Film, Digital, Interactive & Mobile
Market United States
Agency Sanders Wingo
Art Director Sergio Gomez, Ron Fritsch
Designer Gabriela Hernandez, Yasmin Marquez
Account Supervisor Perla Maldonado
Released March 2013

Credits & Description

Advertiser: JAIME ESPARZA, DISTRICT ATTORNEY, 34TH JUDICIAL DISTRICT OF TEXAS
Agency: SANDERSWINGO
Category: Public Health & Safety, Pubic Awareness Messages
Designer/Illustrator: Celisse Villagrana (Sanders\Wingo)
Proofreader: Monica Garza (Sanders\Wingo)
Vice President/Group Creative Director/Copywriter: Rhonda Doré (Sanders\Wingo)
Account Supervisor: Perla Maldonado (Sanders\Wingo)
Designer: Yasmin Marquez (Sanders\Wingo)
Art Director: Ron Fritsch (Sanders\Wingo)
Design Director: Carlos Lopez (Sanders\Wingo)
Designer: Gabriela Hernandez (Sanders\Wingo)
Proofreader: Marco Rosales (Sanders\Wingo)
Art Director: Sergio Gomez (Sanders\Wingo)
Senior Vice President/Executive Creative Director: Shanteka Sigers (Sanders\Wingo)
Implementation
Our solution was to provide vital information incognito. A domestic violence victim could access it in an emergency but also absorb its deeper details when life was calmer. Putting victims in touch with a full support network (including police, social services and nonprofit organisations) would bring multilevel solutions. Victims would get help. The network could pull together to strengthen support. Better-informed victims would mean stronger cases reaching the justice system. There would be fewer case dismissals and more convictions. Even convictions have a silver lining: abusers learn to change, and it permanently breaks the cycle of violence.
Client Brief Or Objective
One of the most effective tools against domestic violence is information. The challenge is getting it into the hands of an abused woman. She has no privacy. Her abuser watches her, searches her purse, monitors her phone and Internet use. Finding a brochure could trigger ugly consequences. How do we make lifesaving information easy for her to access, but invisible to her abuser?
Outcome
Women who receive Great Lips 101 are likely use it to reach offices other than the DA’s. What’s more, they keep their circumstances secret, so target-audience response is hard to pin down. However, cases of domestic abuse referred to the DA’s office rose by 50%. Jaime Esparza’s office now has more domestic violence convictions than dismissals. It’s the opposite for most district attorneys. Organisations focused on domestic abuse use Great Lips 101 to train volunteers. And when other DAs learn about Great Lips 101, they are impressed, saying they’d like to use it for their own cities.
Relevancy
Research suggests some places are still a 'no-man’s land', even for aggressive abusers. Introducing GREAT LIPS 101. At first glance, the paper tucked inside this lipstick case looks like beauty tips. Beyond that decoy panel, a woman can learn to recognise abuse and find vital phone numbers for help. When she’s ready to speak up, the district attorney’s office is there.