Joyful Heart’s groundbreaking, celebrity-driven NO MORE PSA campaign calls on society to end the silence and inaction around domestic violence and sexual assault.
The NO MORE PSA campaign was spearheaded by the Joyful Heart Foundation. They are one of the many championing organisations behind the NO MORE movement, and was directed by actress and advocate Mariska Hargitay, the Joyful Heart’s Founder & President, in her directorial debut.
The campaign, involving more than 75 celebrities, athletes and public figures to engage bystanders to get involved, was developed in partnership with Y&R, Executive Creative Director/Writer, Rachel Howald, and world-renowned celebrity photographer Timothy White.
The PSA campaign has rolled out across the USA in local and national markets in print, broadcast, online and outdoor advertising, in movie theatres across America, in colleges and universities, and in major airports and medical facilities over the course of several years.
Since its launch, the campaign has generated more than 4 billion media impressions including more than 1.8 billion impressions from television broadcast, 49 million from outdoor assets and 15 million from print.
The campaign has secured more than $86 million in donated airtime and pro bono services and reached every single one of the 210 media markets across the United States.
Click on the links below to view the campaign:
VIDEO AND PRINT: The NO MORE Excuses Series
VIDEO AND PRINT: NFL Players Say NO MORE
VIDEO AND PRINT: Viacom Says NO MORE
“Society continues to misplace shame and blame on survivors. That has to end. What we saw during the filming, brave and strong and authentic person after person, was people standing up for each other, for the people they love, for their partners, wives, husbands, children, friends, mothers and fathers, for people they’ve never met, for themselves. I was just moved beyond words. NO MORE fills me with confidence and renewed determination.” – Mariska Hargitay
The NO MORE PSAs are available at no cost to non-profit organisations and educational institutions to co-brand and increase support in their local communities for domestic violence and sexual assault prevention and services.
Why NO MORE?
Because research confirms the urgent need for increased public discussion. To coincide with the launch of NO MORE in March 2013, NO MORE released new data that underscores the wide prevalence of domestic violence and sexual assault and the shocking silence and inaction around these issues:
- One in three women (30%) report being a victim of domestic violence; one in five women (20%) report being a victim of sexual assault.
- 60% of Americans, 15 years of age or older, know a victim of domestic violence or sexual assault. Among the 70% of women who have experienced domestic violence and told someone about it, more than half (58%) said that no one helped them.
- Three out of four (73%) parents with children under the age of 18 said that they have not had a conversation about violence in the home.
- Three quarters of Americans (75%) say they would step in and help if they saw even a stranger being abused, but almost two thirds (64%) of Americans age 15 or older say if we talk more about domestic violence and sexual assault, it would make it easier to help someone.
“The Avon Foundation for Women funded this survey to better understand why domestic violence and sexual assault remain so inherently hidden and marginalised in our society. The data shows us that conversations about these issues simply are not happening. That silence leaves victims trapped by the shame, stigma and fear that these crimes carry. If we can encourage more people to start talking, we can end that cycle and bring these issues to light in a new way.” – Carol Kurzig, President of the Avon Foundation for Women