Joining the campaign is a growing list of network partners, including A&E, TLC, USA Network and MTV, as part of its multi-year, anti-bias Look Different campaign. In addition to broadcast PSAs, the campaign incorporates print ads and social media content, including web videos and animated GIFs. Collateral from this campaign will be made available for local and national television networks through the National Broadcasters Association’s Spot Center and to other media and organizational partners via rainn.org.
The RAINN Survivor Series campaign was made possible by a Getty Images Creative Grant, awarded to ad agency Project Buchanan (Florence Buchanan, Creative Director) and Mother Image (Susan Carolonza Chanin, Executive Producer and photographer Rana Faure) and their partner, director Poppy de Villeneuve. In addition to funding from Getty Images, the campaign received broad pro-bono support from the New York creative community: post production and editorial house Hooligan, production company Zebra, with audio post production by Sonic Union, telecine by Nice Shoes, photo retouching and print production by Advertising Arts.
The campaign encourages those impacted by sexual violence to reach out for help through the National Sexual Assault Hotline, which saw a 10% increase in demand in the last year alone. In 2015, 157,157 people turned to the National Sexual Assault Hotline via telephone (800.656.HOPE) and secure online chat (online.rainn.org).
For many, chatting with a RAINN support specialist on the Online Hotline is the first time they’ve talked to anyone about their experience: 51% of minors and 28% of adults disclose what happened for the first time during an online session.
“Getty Images is committed to nurturing creative talent through our grant programs,” said Andrew Delaney, Getty Images Director of Creative Content. “We are excited to help RAINN shine a light on this important social issue through the Getty Images Creative Grant.”
As the personal accounts of the survivors in this campaign reveal, there is no timeline for healing. Half of Online Hotline visitors use the session to talk about an event that occurred within the last six months, while 30% discuss an event that occurred more than 5 years ago.
"Each story is unique. Each survivor has such an incredible approach to their own survivorship, and defining what it means for them. Hearing the survivors speak, I learned the weight that people’s reactions could carry. It was so painful and important to hear about they had survived in addition to abuse. Many of the survivors told their stories to the National Sexual Assault Hotline for the first time, or had reached out after legal battles. As mother, a woman, and a human being, I do not accept a world like this. I want and need to be a part of change and support RAINN,” said Susan Carolonza Chanin. “Working with RAINN and our creative team has encouraged me to engage in the conversation about rape, sexual abuse, and incest in a very powerful way. I hope, as more and more people join this dialogue, our society will change for the better and the statistics of violence will go down. Considerably and quickly.”
“As a creative director, I realized that what RAINN really needed wasn’t simply ‘imagery’ as directed by the Getty Creative Grant but an actual marketing campaign. Getty was the incredible catalyst that set all the creative wheels in motion. When Susan and I went to DC to be briefed by Scott Berkowitz and his team, we met Julianna and Samentha from RAINN’s Speakers Bureau. We were horrified by their stories, amazed by their extraordinary journeys of survival and moved by RAINN’s part in their healing process. The passion in all 7 of our survivors to speak out to help others, the driving force behind RAINN’s Speakers Bureau, is so powerful we decided to capture it on film. It’s a campaign that’s unique to RAINN: the Survivor Series. On the day of the shoot, all of the survivors said to us, if one of their stories can help one victim out there or prevent one incident of sexual abuse, it will all have been worthwhile. Indeed it’s true. Sexual abuse is not just a personal, behind closed doors issue, it’s effects on families, communities and society are tragic and far-reaching. I know I speak for the entire creative team, we are proud to be helping RAINN reach even more people out there and expand its vital work – to help change the conversation about sexual abuse,” said Florence Buchanan.
“We are very grateful to the volunteers from the RAINN Speakers Bureau, who generously shared their stories of survival: Julianna Araujo, Debra Davis, Lucy Dhegrae, Adam Foldes, Barbara McLean, Samentha Moore and Keith Smith. And very special thanks to Getty Images and the entire pro-bono creative team behind the campaign,” said Katherine Hull Fliflet, RAINN’s vice president for communications.
“This campaign was shows the commonality between survivors — from those who survived child sexual abuse, to sexual assault on a colleges campus, to intimate partner violence,” said Fliflet. “This campaign not only encourages victims and survivors to come forward and get help, but also speaks to the general public — helping to shape their understanding of sexual violence, and the unique role individuals can play in preventing and responding to survivors.”
All seven survivors will be showcased through :30 and :60 second spots, still photography, print ads and social media content. To read more about these survivors’ stories and watch the videos, visit rainn.org/SurvivorSeries. Additional campaign assets will be made available in conjunction with the release of RAINN’s new website, launching this spring.
If you or someone you know has been affected by sexual violence, it’s not your fault. You are not alone. Help is available 24/7 through the National Sexual Assault Hotline: 800-656-HOPE and online.rainn.org, y en español: rainn.org/es.
About RAINN
RAINN (Rape, Abuse & Incest National Network) is the nation's largest anti-sexual violence organization and was named one of "America's 100 Best Charities" by Worth magazine. RAINN created and operates the National Sexual Assault Hotline (800.656.HOPE and online.rainn.org) in partnership with more than 1,000 local sexual assault service providers across the country and operates the DoD Safe Helpline for the Department of Defense. In 2015, the Online Hotline expanded to offer services in Spanish at rainn.org/es. The hotlines have helped more than two million people since 1994. RAINN also carries out programs to prevent sexual violence, help victims and ensure that rapists are brought to justice. For more information about RAINN, please visit rainn.org.