Case Study
Won’t Stay Quiet
RAINN
Objective
Giving voice to sexual abuse survivors
Project Type
Campaign Content Creation
Impact Area
Public Health
Client Type
Nonprofit
Client Need
RAINN (Rape, Abuse & Incest National Network) is the nation’s largest anti-sexual violence organization. RAINN created and operates the National Sexual Assault Hotline in partnership with more than 1,000 local sexual assault service providers across the country and carries out programs to prevent sexual violence, help survivors, and ensure that perpetrators are brought to justice. In order to help broaden RAINN’s footprint and create assets for internal and external use, positioning the organization as a leader in the anti-sexual assault space, Propper Daley built a suite of creative assets that elevated awareness of RAINN’s mission and impact and also strengthened RAINN’s ties in the entertainment and creative communities
Our Approach
As an overarching opportunity, PD identified the need to align the organization’s vision for creating change, its unique strengths and assets, as well as define a clear creative voice to break through. Propper Daley recommended a video campaign for RAINN that lives at the intersection of these three pillars; the powerful and moving Won’t Stay Quiet creative brought together survivors and advocates representing a range of ages, genders, ethnicities, and backgrounds, including Aisha Dee and Jonathan Schaech. The narrative focus of the video was based in celebration and empowerment while also being rooted in healing — specifically, what each survivor needed to heal and found through RAINN. Won’t Stay Quiet demonstrated the far-reaching impact of sexual assault and spread the message that we, collectively, refuse to stay silent about the issue. The video series culminates with the call-to-action that “We [RAINN] haven’t been quiet for 25 years. We won’t start now,” asking audiences to join the movement in support of survivors and drove awareness of the National Sexual Assault Hotline. .
Impact
This hero video, along with three other video assets for internal fundraising and partnership building, gave the organization a rallying cry and helped them reach their goal of helping more survivors. The assets were leveraged in a number of ways by RAINN; across their website, in a social media campaign and to build key relationships for the organization.