Chrysalis


Empowering domestic
abuse victims
to seek help

Raising awareness and website traffic by 600%

What we did

One in 4 women and 1 in 7 men experience domestic violence by an intimate partner in their lifetime. In Arizona, that problem is even more pronounced, but getting help to victims of domestic violence isn’t always easy. Chrysalis, a Phoenix organization that provides support to victims of domestic violence, turned to R&R to help reach victims and encourage them to seek help.

The Work

Abusers often keep their victims under their control by making them believe the abuse is their fault, which is perpetuated by society. Rather than using shock-and-awe imagery of battered women, which would continue the cycle of normalization, R&R wanted to let victims know they are not alone. By turning the typical messages that abusers use to manipulate their victims into powerful admissions of truth, we were able to encourage victims to seek help with a simple call to action, noabuse.org. We also implemented a safety exit that instantly closes the site and erases their browsing history to keep them safe while they sought help.

The campaign reached over 9 million people, and in the first 15 days of the campaign’s launch, calls to Chrysalis’ hotline doubled and web traffic increased by 600% – 90% of which was new visitors to the site. More than six months after launch, Chrysalis is still hearing from people who were emotionally moved and whose lives were positively impacted by the work.

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The Results

600%

increase web traffic

90%

new site visitors

200%

Hotline calls