Journal #2

This poster is part of the NO MORE campaign combatting domestic violence and rape. While I came across this ad online, NO MORE utilizes several media channels including television spots and physical ads. The NO MORE campaign aims at spurring discussion about domestic abuse and rape, emphasizing that there is no situation in which it can be deemed acceptable. In many cases, the victim is often blamed for the action with the violator evading accountability; NO MORE makes it clear that the violator is always in the wrong.

The target audience of this ad is male adults as well as witnesses of domestic violence and rape. The campaign targets male adults to teach them that domestic violence and rape are unacceptable behaviors. The more important aspect is reaching individuals who are witnesses of domestic violence or rape and do nothing.

The objectives of this specific piece are to increase discussion about domestic violence and rape and to place blame on the violator instead of the victim. The campaign acknowledges that domestic violence/rape are difficult topics to discuss and that it is often easy to remain quiet; however, it emphasizes the importance of speaking up to end it. This particular poster uses famous actress Amy Poehler as a figure of authority. She is well respected and makes the message more meaningful. The tagline “Well, she was drunk” emphasizes that the victim should not be blamed for the actions of the violator. It indicates that rape/domestic violence is often deemed acceptable because of the actions of the victim such as “she was drunk” but this ideology should be eradicated.

This campaign utilizes a top-down approach, employing health education/promotion to teach behaviors of intolerance and responsibility. While it focuses on teaching specific behaviors, it also aims to generate discussion amongst the audience.

One question I would ask the director of the campaign is what went into choosing the spokespeople for the campaign and if they volunteered or were paid for their involvement.