Project Information

Every October, Columbia University's Sexual Violence Response (SVR) transforms Relationship Violence Awareness Month (RVAM) into a powerful movement of solidarity and action. In 2018, SVR launched a month-long campaign to raise awareness about intimate partner violence, focusing on Hope, Heal, and Inspire themes. The campaign fostered community engagement through interactive workshops, screenings, seminars, and creative giveaways and strengthened a collective commitment to ending relationship violence.

The campaign was rooted in comprehensive research. With 1 in 4 women and 1 in 7 men experiencing severe physical violence from a partner, SVR recognized the importance of a thoughtful and inclusive approach. By reviewing past initiatives, conducting interviews, and organizing focus groups, the team ensured the messaging was both impactful and sensitive. This groundwork informed every aspect of the campaign, from its visual identity to its interactive components.

At the heart of the strategy was a focus on building community and empowering participants. Events such as "Wear Purple Day," lighting Lerner Hall purple, and expert-led discussions created a shared sense of purpose while being mindful of potential triggers. Continuous dialogue and feedback loops allowed for refinement throughout the month, ensuring inclusivity and resonance with attendees.

The creative direction brought the themes of Hope, Healing, and Inspiration to life through three abstract illustrations paired with an artistic script font. A purpose-driven color palette—blending Columbia's brand colors with RVAM's signature purple—reinforced the campaign's message while capturing attention across platforms. These visuals left a lasting impression, whether showcased on social media, promotional flyers, or event materials.

The impact was undeniable. A surge in excitement fueled by giveaways like T-shirts and buttons led to increased participation across events. Social media engagement soared by 59%, while event attendance rose by 14%. This comprehensive approach not only raised awareness but also inspired meaningful action toward a world free from relationship violence. Columbia SVR's RVAM campaign is a testament to the power of thoughtful design, strategic planning, and community-driven initiatives in creating lasting change.