Brand Activation

Willow Stories of Strength

Speaking up and standing out against DV as a social epidemic.

From

A social crisis feeding on silence.

To

A very public acknowledgment of domestic violence in our city fabric.

By

Creating a remarkable 6-story mural as a gathering point and monument of strength and healing.

Brand Strategy
Campaign Development
Web Development
Environmental Design
Social Content Creation
Launch Event Planning
Agency Integration Leadership

Speaking up and standing out against DV as a social epidemic.

Stories of Strength is a six-story-tall permanent monument of healing for survivors of domestic violence in the Greater Rochester community. It breaks the taboo of domestic violence better than any billboard or ad could. Its location near the courthouse brings a sense of hope and strength to survivors when they need it most—on their way to face their abusers in court.

For our community, its location along a main thoroughfare and on the most iconic building in downtown Rochester means it’s a steady, unavoidable reminder that survivors of domestic violence need our attention, our compassion, and our action. To amplify our reach, we created a highly shareable accompanying digital experience where users can see the mural come to life and hear real survivors’ stories through an Instagram filter. This makes it easy for users to share with their networks and get our message to spread far and wide.

The beauty and size of the mural itself also make it highly shareable on social media platforms. As it continues to be shared more and more, it’s become a destination for visitors to Rochester. And for those who cannot experience it in person, it’s become a beacon of hope with a powerful message: “You are not alone.”

Interviews with domestic violence survivors influenced artist and muralist Sarah C. Rutherford's artistic approach for the mural