The NO MORE Project
In December 2009, a group of some of the country’s leading funders and activists in the domestic violence and sexual assault movement came together to talk about how to take their issues higher on the national agenda: to raise the visibility of their cause, bring it out of the shadows and into the light. They came up with an idea: to create a “brand” – a visual icon – for members of the public to use to express their concern about the issue. Then they hired VJR Consulting to help make that vision a reality. We organized “think tanks” with leaders from the worlds of branding, marketing, and media; developed criteria and goals for the new symbol; brought a leading brand design firm on board; established an organizational structure for the effort; conducted consumer research, and developed a strategic plan for implementation. VJR COnsulting came back on board in 2014 to help negotiate media partnerships to place the newly-created PSAs on TV.
During the 2015 NFL playoffs it was hard to miss the NO MORE PSAs featuring various players, several of whom had grown up in abusive homes themselves. Check out this January 2015 New York Times article The Small Team Behind No More. For more about this project, read Ad Age’s article about the development of the No More project, see Vice President Biden wearing the No More symbol, browse Tim Gunn's blog about No More, watch a clip from Law & Order: SVU featuring the NO MORE message, or visit the NO MORE website for more information.
And check out this incredible story about Christine Mau, brand design director for Kimberly-Clark group (Kleenex, Huggies) and one of Advertising Age’s “Women to Watch,” who was recruited by VJR Consulting to participate in the NO MORE project.
The NO MORE television PSAs were created by the Joyful Heart Foundation. Read the Huffington Post piece about the launch of the PSA campaign. In addition to the NFL partnership, our other media efforts include a major new campaign from Viacom, featured on MTV, BET and other networks (watch the PSAs here). Another ground-breaking partnership was forged with USA television network, which has hosted NO MORE marathons featuring long-form programming on domestic violence and sexual assault, custom "wraps" on related topics such as sexual assault in the military or teen dating abuse, and the NO MORE PSAs.