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Research Saves Women And Children First
One of the largest women’s funds in the world, Chicago Foundation For Women has influenced social justice for nearly 25 years. That’s why the Governor of Illinois entrusted CFW with its yearlong, statewide anti-violence initiative and doubled the initial grant of $1M to $2M. The What Will It Take? campaign would address every form of violence against women and girls and, for the first time, engage men in the conversation as well.
the challenge
Initially hired to provide a strategic plan for the long-term project, the massive scope of What Will It Take? demanded nearly a month of intensive research by Firebelly—and ultimately, our expertise in designing a comprehensive campaign to engage the whole state for an entire year.
what we did
At its core, the What Will It Take? campaign was a public awareness initiative aimed at demonstrating to the people of Illinois the devastation caused by violence against women and girls and its direct affects on the community at large.
Our exhaustive research began with expert interviews. Speaking with dozens of survivors, former abusers and health practitioners, we listened to deeply personal accounts and insider perspectives spanning cultural boundaries and gender lines. The interviewees’ honesty and eagerness to share informed our in-depth audience profiles and helped identify key constituencies and concentrations of violence undetected (and unreported) by official government data.
From our conversations and research, it was clear the campaign’s success would hinge on “everyday citizens,” personal attitudes towards the subject and most importantly dialogue and exchange. Addressing the issue in a meaningful way required a grassroots effort led by passionate individuals and local community leaders.
Our research concluded with a 32-page document outlining our findings, the latest statistics and a statewide action map. It also included a strategic plan for brand development, messaging, advertising and art direction for the entire campaign.
The campaign title itself questioned the viewer's stance on the issue and demanded participation through provocative engagement. So moving forward, everything Firebelly designed revolved around that exchange and finding practical answers to ending violence against women.
From one-on-one talks sparked by public advertising, group discussions in town hall meetings or high profile community events, What Will It Take? continually and consistently pushed the subject of ending violence against women into the consciousness and conversations of Illinoisans across the state.
projects included:
- Identity system
- Street team packet + promotional materials
- Promotional materials + advertising for 3 high-profile public events
- Website design
- Advertising campaign
- Presentation materials + support
- Invitation program + signage
- 142-page campaign summary report