National Domestic Awareness Violence Campaign: #PutTheNailInit
To bring national brand attention to Safe Horizon’s services for domestic violence survivors, the organization partnered with top-tier angency Arnold Worldwide to create the #PutTheNailinIt campaign.
They joined the campaign in 3 steps
Vow to end domestic violence by painting the left ring fingernail purple; the color of movement.
Make donation to Safe Horizon
Share the photo with branded language on social media and hashtag #PutTheNailinIt
Strategy and Results
A multi-channel fundraising and awareness strategy.
Created a custom microsite dedicated to the campaign with shareable messaging and graphics, branded infographics, video PSA, and other celebrity and survivor content.
Showcased user-generated content on Twine social media feed embedded on microsite page.
Utilized traditional media such as in-person events and engaging corporate partnerships with HBO and Thinx to increase awareness.
Campaign results:
Reached more than 15 million people.
Garnered more than 520,000 impressions on X (formerly Twitter).
800 users uploaded their #PutTheNailinIt selfies sharing their support for the cause.
Nearly 2,000 people took the vow.
Experiential Marketing
Campaign:
The Things We Carry
Through a series of evocative images of survivors' personal items styled by Philippa Brathwaite and photographed by critically acclaimed photographer Kelly Marshall, this photography-driven campaign visually explores what survivors bring with them on their journey toward healing.
A series of events at a pop-up art gallery created unique and memorable experiences for supporters, survivors, and the New York City community as they learned about the impactful stories behind the photographs.
