TAG Creative, an award-winning visual communications agency, partnered with the Liz Claiborne Foundation to produce a Public Service Announcement (PSA) calling for parents to speak with their teens about the growing epidemic of dating violence.
TAG Creative, an award-winning visual communications agency, partnered with the Liz Claiborne Foundation to produce a Public Service Announcement (PSA) calling for parents to speak with their teens about the growing epidemic of dating violence.
The 30 second spot is powerful in presentation. Various teen girls look directly to camera explaining, "He said I was beautiful...and...We got really close...then...things started to change...He told me who I could talk to, what I could wear...I was afraid to make him angry...My parents asked if I was ok...How could I tell them...They wouldn't understand...So I pretended I was fine." Finally, a shaken young girl looks you directly in the eye and delivers the final line -- "I wasn't fine." The spot ends with a call to action for parents to get information on this important subject.
Gina Delio, TAG Partner and Creative Director, produced the PSA. She states that she prefers to capture the real voice of those telling their story in a simple but relatable way. "The script was inspired by speaking with teen girls about their individual experiences with teen dating violence, and then casting teen actresses to tell the entire story. The actresses could completely relate to the words they were saying, and we felt the authenticity as each girl embraced their lines having experienced the scenarios themselves or through their friends. When we finished we knew we had a compelling message to parents."
Melanie Lyons, VP, Philanthropic Programs, said: "We were impressed by TAG Creative's ability to parlay our extensive research into a 30-second emotion-packed PSA that targets any parent wishing to protect their child from the perils of teen dating violence. The team rose to the challenge brilliantly, creating an honest script and casting a diverse group of girls that both parents and teens could identify with. The result is a spot with a powerful call to action, encouraging parents to have a dialogue with their teen about this difficult subject."
The PSA will air this month on WNBC, PBS and LIFETIME Television, but debuted on May 11th at Safe Horizon's 11th Annual Champion Awards Luncheon. Safe Horizon is the nation's leading victim assistance organization and is based in Manhattan.
Since 1991, Liz Claiborne Inc. together with the Liz Claiborne Foundation has been working to end relationship violence. In March 2006, the Company commissioned Teenage Research Unlimited (TRU) to conduct a survey to delve deeper into the issue of teen dating abuse, gauging the degree to which teens have been involved in abusive/controlling relationships and to understand youth perceptions regarding what is and is not acceptable behavior in a relationship.
The findings indicate that alarming numbers of teens experience and accept abusive behavior in dating relationships and that the problem gets worse as teens get older and into more serious relationships. Many teens also feel physically and sexually threatened.
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