You are on page 1of 2

Agency: Russert & Co.

CREATIVE BRIEF

Client(s) in attendance: The Cuyahoga County Court System


Contact Info:
Domestic Relations Division
Old Courthouse
1 Lakeside Avenue, Room 35
Cleveland, OH 44113
General Information: (216) 443-7955

Project Name and Description

Disarm Domestic Violence: A new campaign aimed at spreading awareness of Title


XVIII, domestic violence, and gun ownership.

Background | Overview

The Disarm Domestic Violence campaign aims to support the national effort to decrease
the prevalent epidemic of gun violence within the United States. Title XVIII was enacted
to ultimately disarm convicted domestic abusers, but the problem today is that people
are unaware of this law and officials are not properly enforcing it. Recently, The
Supreme Court of the United States has shown their support for Title XVIII, putting a
spotlight on this issue and making it more aware to the public. Therefore, our goal is to
continue to spread awareness of Title XVIII, and inform the public that domestic violence
and gun ownership are a deadly combination, and can be the difference between life or
death in domestic disputes.

Objective

The primary objective is to increase public awareness and enforcement of Title XVIII
within the first six months of the campaign in Northeast Ohio.

Target Audiences

We are primarily targeting the Cuyahoga County Judges who have the power to
implement Title XVIII for domestic violence cases. Their job gives them the capacity to
directly influence whether or not domestic violence offenders forego their right to bear
arms after their first conviction, and furthermore have the ability to enhance the future
safety of the victims of domestic violence.

Abusers are the second target because of the direct correlation with Title XVIII
and their right to carry a firearm. Once they are aware of Title XVIII, our hope is
that they are less inclined to be involved in future domestic disputes, especially
involving weapons.
Victims and families are the third target because of the effect of the abusers.
They are seeking help because they are directly affected by the violence. Their
emotional connection allows this audience spectrum to be likely to react and
support the campaign.
The police force are the fourth audience because they have a lot of power in
enforcing Title XVIII. The more aware they are of this law, the more they will
enforce it which has been one of the main reasons Title XVIII has not been as
preventative and successful as it should be.
Influencers are the fifth target because of the support they provide to the victims
and the families. Influencers already have a direct impact on victims of abuse,
and they have the power of authority.
Media is a key target and the sixth audience because it spreads awareness of
Disarm Domestic Violence and Title XVIII. The general public will become aware
of the campaign through various forms of media.

Each of these audiences will be targeted through different media strategies in order to
effectively engage them in our campaign.

Focus

The Disarm Domestic Violence campaign will spread awareness of Title XVIII: One
conviction of domestic violence ends the right to bear arms, period.

Proof for the claim

1. Rule follower
1. Title XVIII is a law upheld by SCOTUS
b. Empathetic toward victims
1. Victims of domestic violence have experienced an incredible amount of
suffering;
b. Cold hard facts
1. If an abuser has a gun, victims of domestic violence are 12x more likely to
be killed
b. Common sense
1. Over the past 25 years, more intimate partner homicides in the U.S. have
been committed with guns than with all other weapons combined

What else?

What non-profit PR campaigns have been successes regionally and nationally?


What are other Domestic Violence organizations currently doing; are any
focusing on Title XVIII?
How do we reach each of our target audiences successfully with one campaign
What makes a successful PSA?

You might also like