WHAT WE THINK ABOUT WHAT YOU THINK ABOUT.
Back in the early days, we worked with a couple of passionate ladies named Earnest and Vail. They were high-powered advocates for the cause of exposing and addressing domestic violence as an everyday issue in our society. Not all that long ago, it was very had to do anything about domestic violence, even if you knew about it. And because of the dynamics of the situation, most of it went unreported.
Part of the work of Earnest and Vail led them to the narrow sub-issue of "battering during pregnancy." They came to us with about a ream of statistics and the idea that it was a little-known issue that needed to be publicized. We combed through the stats and out popped this gem:
"Believe it or not, women in America are more likely to be battered during pregnancy than at any other time."
That little fact became such a bunch in the gut to people who heard it, that the campaign took on a life of its own. When people heard it, they had one of two responses-disbelief or anger. One lady spontaneously burst into tears and began to tell us her own story of narrowly escaping an abusive situation with her life and her daughter's. Another story for another day.
Anyhow, we talked about the concept. And before we knew it, we had a nationally recognized team. Photographer, George Lee. Film rep, Judith Black. Film director, Robin Atherly. Emmy Award winning camera man, Michael Brown. A leading lady from a Black Crows video...a video edit suite in SF. A well-known sound designer | composer.
The campaign won a lot of awards. We sometimes show it in new business presentations. Sometimes not. It will bring down a room. But the big learning was that a compelling fact can get things done. Believe it or not!