Golden House, a comprehensive domestic violence program serving Brown County since 1979, needed a powerful way to educate the community on the prevalence, effects, and prevention of domestic abuse. The core challenge was communicating a highly sensitive subject with profound integrity and empathy. The organization needed a campaign that highlighted their trauma-informed, strength-based advocacy while building mutual trust, ultimately encouraging victims to reach out and find their path to a life free of physical, emotional, and financial abuse.

To convey that every survivor's story is unique and deeply personal, the strategic approach prioritized absolute authenticity. Under the creative direction of Tamara McLean (De Pere Art Center), the campaign avoided using actors. Instead, it centered entirely on real individuals who were deeply involved with Golden House and personally touched by domestic violence. This honest, documentary-style approach grounded the messaging in reality, fostering a stronger, more empathetic emotional connection with the public.

Authentic Video Series: A poignant behind-the-scenes video series was developed as the emotional anchor of the campaign. By featuring real stories, the videos helped to destigmatize domestic abuse and highlighted the strength required for the healing journey.

Integrated Print Campaign: The video components were designed to seamlessly support a larger public awareness print campaign, ensuring a broad and consistent message across the Brown County community.

Empathetic Art Direction: The concept ideation and photography art direction required a delicate balance. The visual language was carefully crafted to reflect trauma-informed practices, ensuring all imagery honored the dignity, resilience, and strength of the subjects.

Rigorous Phased Production: To ensure the sensitive subject matter was handled appropriately at every step, the project followed a strict, collaborative design methodology. This spanned from initial objective definition, research, and synthesis, through schematic design and multiple stakeholder reviews, culminating in final production and fabrication by Wild Blue Technologies.

The authentic, strength-based messaging of the campaign deeply resonated with the community. The most significant outcome of this integrated public awareness effort was a direct and measurable increase in calls to Golden House. This vital surge in outreach ultimately allowed the organization to connect with and assist many more community members who were in need of their life-saving services.

Client: Golden House Charity

Industry: Non-Profit / Domestic Violence Support Services

Project: Public Awareness Print Campaign & Video Series