Legal Aid of
North Carolina
Role: Creative Director / Art Director
Client: Legal Aid of North Carolina (LANC)
Overview
Abuse isn’t just a private matter—it echoes across communities. I led the creative direction for LANC’s “Abuse Affects Us All” campaign (“Breaking the Silence”) to amplify survivor voices and catalyze public awareness across North Carolina. Our goal was to show that domestic abuse impacts friends, workplaces, and families—urging bystander empathy, dialogue, and action.
My Contribution
+ Developed the creative concept, narrative framework, and visual strategy, blending documentary realism with empathetic storytelling.
+ Oversaw production of video content, print, digital, and experiential assets, ensuring survivor-first sensitivity and narrative clarity.
+ Launched an interactive microsite (stopthecyclenc.org) offering survivor resources and a “Break the Silence” pledge to engage allies and educators across the state.
Legal Aid of North Carolinastopthecyclenc.org
+ Coordinated documentary screenings and digital toolkit distribution during Domestic Violence Awareness Month to maximize reach and support.
Campaign Elements
+ Hero Documentary PSA
A central video spotlighting survivors’ stories and the ripple impact of abuse—shown across broadcast and digital platforms.
+ Interactive Pledge Microsite
stopthecyclenc.org houses survivor resources and allows community members to take a pledge and access campaign toolkits.
Legal Aid of North Carolinastopthecyclenc.org
+ Outreach Materials
Posters, digital banners, and flyers displayed in workplaces, schools, and community centers to spark conversation and guide individuals to help.
+ Documentary Screenings
Community events throughout North Carolina during awareness month elevated the campaign’s storytelling and resource access.
+ Bystander Pledge Activation
A branded pledge asset allowed individuals and organizations to publicly commit to *“breaking the silence”—a powerful tool for ongoing engagement.
Results & Impact
+ Elevated public awareness of domestic violence’s community-wide consequences.
+ Empowered survivors and their allies through accessible resources and activism tools.
+ Demonstrated how creative storytelling can be leveraged within public service campaigns to drive empathy, dialogue, and engagement.
+ Built a scalable model for advocacy that blends digital experiences with real-world activations.
