Praxis International, a renowned, nonprofit organization working to end violence against women, hired us to produce a national public awareness campaign to help stop domestic violence in very rural areas. Funded through a federal grant, the process of producing this integrated campaign was as interesting as producing the work itself.

Our discovery process began when domestic violence professionals from around the country came to Duluth for a three-day workshop. These incredible women, many of them former victims of violence, discussed their objectives with us. During those three days, we developed the initial campaign direction and received the go-ahead to begin creating the materials.

In the next six months, we completed three complete campaigns—for very rural farm communities, Native American reservations and Latino communities with emphasis on migrant workers.

Besides the general media materials, we recommended and developed a range of materials to be distributed to news media in each community, such as feature stories, a series of pre-produced radio programs, letters to the editor and general education materials on how to work with the media for staff and volunteers.

In November of the same year, all 150 rural grantees returned to Duluth for a conference. Each grantee received a binder with all elements of the campaign, including public relations materials, a television PSA, several radio PSAs, print ads, posters and flyers.

Radio: Praxis International - Beauty Parlor Praxis International - Farmer Praxis International - Hometown Hero Praxis International - Native American

The resulting national demand for these materials resulted in four subsequent reprintings. This campaign also won a national Silver ADDY Award and locally took home Best of Show honors.