Client: Liz Claiborne (New York)
PR team: Ruder Finn (New York)
Campaign: Love is Not Abuse
Duration: Oct. 2008-May 2009
Budget: about $400,000
Since 1991, Liz Claiborne's (LC) “Love is Not Abuse” CSR program has focused largely on ending teen dating abuse through research and school curriculum. To leverage its success and keep it relevant in the media, the company, working with corporate AOR Ruder Finn, decided to engage parents through the launch of Moms and Dads for Education to stop Teen Dating Abuse (MADE) and forge key partnerships.
“These partnerships enable us to sustain visibility and awareness,” says Anne Glauber, EVP and director at RF.
Strategy: In November, the team tapped Ann and Christopher Burke, activists whose daughter was murdered by her boyfriend, to launch and promote MADE.
“There's nothing like an angry parent that gets people to listen,” says Jane Randal, VP of corporate communications at LC.
The team also partnered with the National Foundation for Women Legislatures (NFWL), which aims to get legislation passed on teen dating abuse education in eight key states, and the National Association of Attorneys General.
Tactics: The team launched MADE during its annual “It's Time to Talk Day,” where groups come together to discuss teen dating abuse. It then recruited MADE leaders in every state and touted the effort through media partnerships, a MADE microsite, Facebook, and Twitter.
Randal says the effort is “totally interactive. We have state action leaders who we've selected and they're Tweeting away.”
Also, when the Chris Brown-Rihanna abuse story broke, the team pitched data and information to various outlets.
Results: The team garnered support from Attorneys General in all 50 states for a Teen Dating Violence Education Resolution, and NFWL contributed to the passage of legislation in Maryland, Randal says.
Future: The company is planning a viral teen effort and collaboration with dosomething.org.