NEW YORK – Exposure to domestic abuse as a child can greatly increase the likelihood of perpetuating violence as they grow up. This startling truth about the cycle of violence and the need to end it is precisely what The Joe Torre Safe At Home Foundation and its new integrated, national advertising campaign were created to change.
Founded in 2002 by Major League Baseball Hall of Fame Manager Joe Torre and his wife Ali, Safe At Home’s mission is provide education to end the cycle of domestic violence and save lives.
To amplify its important mission and message, this month Safe At Home will debut its largest awareness campaign to date and its first in nearly 12 years. “End the Cycle” TV ads will run on CBS, A&E and additional top networks. Print and online will appear in top national publications and Web sites including The Wall Street Journal. Out-of-home began appearing earlier this year.
The effort was created by the global creative agency gyro in association with the award-winning production companies UNIT 9 and Rock Paper Scissors.
The powerful TV spot shows a son mirroring his father’s verbal abuse. It was directed by Unit 9’s Michelle Craig who has shot globally recognized ads for Jameson, Stella Artois, Volkswagen and Unicef. Upcoming print ads will also support.
Joe Torre, Founder and Chairman of the Safe At Home Foundation, said: “Domestic violence is a national tragedy that remains mostly hidden behind closed doors, affecting families in all communities. The ‘End the Cycle’ campaign highlights and speaks to the vicious cycle of domestic violence. gyro has created an impactful awareness campaign that will help us shed light on domestic abuse, allowing us to talk about it and connect families to the help they need.”
Vito Zarrillo, Executive Creative Director, gyro New York, said: “The ‘End the Cycle’ campaign was a very personal effort for everyone involved. We were all driven to create a message that was both impactful and unavoidable. We are thankful that we have the opportunity to amplify the importance of the Foundation and its important and, unfortunately, often overlooked message.”
Partners in this pro-bono effort include CBS, A&E, The Wall Street Journal and top video advertising company Teads.tv.
About the Joe Torre Safe At Home Foundation
The Joe Torre Safe At Home Foundation was created in 2002 by Major League Baseball Manager Joe Torre and his wife Ali, with the mission of educating to end the cycle of domestic violence and save lives. Joe suffered silently as a child growing up in a violent home. With guidance and support as an adult, he was able to come to terms with the harmful impact that domestic abuse had on his own family. It is Joe’s hope that no child suffers as he did. He believes that every child deserves to feel Safe At Home and therefore it is the Foundation’s ambition to serve this vulnerable population.
The Safe At Home Foundation pioneered a unique idea: A “safe room” that would be integrated into schools, and staffed with a full-time, master’s level counselor. The program was named Margaret’s Place, a tribute to Joe’s mother. This comprehensive model works to promote healthy relationships and youth leadership, while at the same time provide trauma-informed services to students directly impacted by violence and abuse. Margaret’s Place incorporates individual and group counseling, school-wide anti-violence campaigns, a healthy relationship curriculum, peer leadership groups, staff and faculty training, and parent and family outreach. In the 14 years since its inception, the Foundation has reached over 60,000 students, parents, and school personnel. There are currently 13 Margaret’s Place sites open throughout the New York and Los Angeles Metropolitan areas.
As the world’s first full-service global creative B2B powerhouse, our mission is to create ideas that are humanly relevant. gyro is Advertising Age’s 2016 B2B Agency of the Year and the BMA’s 2016, 2015 and 2014 Global B2B Agency of the Year. Our 700 creative minds in 17 offices work with top companies, including Aflac, Danone, eBay, Google, HP, John Deere, TD Ameritrade, Teva, USG and Vodafone. gyro is a part of the Dentsu Aegis Network, which is the 2017 MediaPost Holding Company of the Year. www.gyro.com