"I'M A FAN OF THE YANKEES,
BUT #IMNOTAFAN OF DOMESTIC VIOLENCE."
Domestic violence is a widespread social problem and professional sports are not immune. When an athlete is involved in an incident, sports fans are often caught in the middle. The campaign "#ImNotAFan of Domestic Violence" provided fans with the means to express support for their team while advocating that domestic violence is unacceptable.
"I'm a fan of [sports team] , but #ImNotAFan of domestic violence.
CTA: Purple. Wear it. Share it.
In America, one woman is fatally shot by a spouse, ex-spouse or dating partner every 14 hours. This is a widespread social problem and major athlete stars are often part of the problem. To address this national issue to sports fans, the #NOTAFAN of Domestic Violence campaign provides the means to support a persons' team while advocating against domestic violence.
To comuncaite, this message we partnered with major athletes, such as Joe Girardi on the Yankees, former Knicks' star John Starks, Kiah Stokes from the New York Liberty, former Rangers' star Rod Gilbert, and Jeurys Familia on the Mets. We were able to connect instantly with our audience by crafting the campaign look and feel closer to a sports ad, rather than a conventional PSA.
NY TIMES SQUARE
The campaign played on donated Clear Channels screen in Times Square for three weeks, was featured online, on social media, on screens inside NYC Taxis, and in both Madison Square Garden and Yankee Stadium.
The campaign raised awareness amongst sports fans and the general public concerning domestic abuse in professional sports. With daily media impressions over TV, Radio, Newspapers, and press, the campaign was a great vehicle that highlights this social issue.
Creative Director: Julie Stahl / Associate Creative Director: Cueva Andrea / Editorial: The Chocky! / Photography: Celeste Sloman