Breaking the Silence on Domestic Violence

and why marketing with purpose is important

Author

Verónica Lawson Vilches
October 13, 2023

The newsletter that explores the art of storytelling, effective communication strategies, and the everyday impact we can create 🧚‍♀️

👋 Buongiorno, Bonjour, Hola, Hello

We’re getting vulnerable today here on The Word on Record.

❝

Healing looks good on you

In this edition we will be setting the record straight on…
1. 📺️ A campaign to raise awareness
2.🧡 LinkedIn audio event with Claudia Guerreiro
3. 🗞️ Verónica’s news

📺️ A campaign to raise awareness around domestic violence

Last week, I shared with you that I am a survivor of domestic violence (DV).

This week, I want to share a campaign that I came across that addresses DV. It launched back in 2020 during the height of the COVID pandemic.

France has been actively combating DV and gender-based violence, being ranked as one of the highest EU countries facing the most challenges in addressing this issue.

During the pandemic, with growing concerns that lockdowns and social isolation measures were leading to an increase in DV cases, the French government launched the mask-19 campaign.

But there was also a campaign that had launched during that period that I was not aware of until a few days ago as I started researching non-profits that worked on this subject.

In 2020, Women for Women in France launched a campaign to help non-native survivors of DV. Sarah McGrath, charity founder and CEO, stated that foreign-born people confronted with DV face many disadvantages.

“These range from being far from habitual support networks such as family and friends, lack of French language proficiency, and an increased risk of economic and administrative dependence, including visa dependency,” she said.

The campaign was delivered in 27 languages, according to their website.

British and French actress and singer, Jane Birkin, was the face for the campaign in English.

Why did this stand out to me?

  1. It took into account that DV and gender-based violence affects more than just French women and men.

    💡 France is a diverse country with much immigration. It reached that audience as much as it could through this campaign.

  2. It raises awareness

    💡 And provides key support and resources to those who need it.

  3. It opens up the hard conversation

    💡 Helping those who are still looking for answers and validation.

I wish I would have seen something like this sooner. It could have changed my path.

This campaign shows the power of collective efforts to raise awareness and provide support to those who need it.

Want to hear more about why raising important is so important?

🧡 LinkedIn Audio Event with Claudia Guerreiro

Thank you again Claudia for taking the time to speak with me about how marketing can be done with a purpose.

Key Takeaways

🧠 Marketing is about connecting with people, NOT just about sales.

🧠 Vocabulary is so important. When we say things like “consumer”, we take away the humanity of who we are selling to.

🧠 What metrics should be prioritized ▶️ performance metrics are still important, but not the only ones. So many questions should be answered before launching anything. How is the campaign delivered to the world? Ethical pricing, language that is inclusive, not triggering fear in people… there are metrics that are not quantifiable but equally as important to think about.

🗞️ Verónica’s news

I wanted to take a second to thank everyone who has sent me a kind and supportive message about my story.

The impact of words extend far beyond the page.

Have a good weekend!

Verónica