The Challenge:

Crisis line data indicated that calls requesting help were lowest among communities of color and from the LGBTQ+ community.

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Complicating Factors and Solutions:

Cultural norms inhibit survivors from Black, Hispanic, and Arabic communities from acknowledging the assault, discussing the impact, and reaching out for help.    
The goal of the campaign was to convey that the Crisis Line is a safe space for all survivors. Talent in PSA showed a range of racial and ethnic diversity so that survivors would feel seen.

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Misconceptions that the Crisis Line is for reporting recent assaults or is the same as reporting the assault to the police.
The campaign featured people sharing the impact of past assaults on their everyday lives and educated them about what happens when they call.

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The funding agency experienced budget cuts, which in turn resulted in project budget cuts, while the statewide broadcast requirements to Nashville, Knoxville, Chattanooga, Memphis, and Knoxville remained in force.   
CST used demographic data to determine how to distribute the budget for impact. Supported the mandatory TV buy with social media ad buy targeted by zip codes.

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Culture Shift Team Approach: 
CST worked with Crisis Line staff to better understand the process, data, challenges the call center faced in reaching all audiences, and understanding common misconceptions that inhibited utilization. CST learned that the tone of the campaign must avoid a fear-based approach and instead needed a gentle encouragement and empowering approach with survivors that reflects a typical day in the life of a survivor.

 

CST’s approach focused on survivors in various day-to-day scenarios, activities, and conversations to show how sexual assault affects all aspects of people’s lives. 

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The PSA encouraged survivors to call by showing what happens for the actors when they sought out resources via the Crisis Line: relief from the intrusive thoughts that disrupted their everyday lives.