Generation Zero hero shot for Willow Domestic Violence Center

Willow Generation Zero

We hate that we had to make a campaign like this. But 1 in 4 teens will experience dating violence this year. And 4 out of 5 parents don’t believe teen dating violence is even an issue. This isn’t OK. Together with Willow Domestic Violence Center, we set out to educate and empower teens on an issue that, whether they realize it or not, does affect them. We began by learning about the world of local 15- to 18-year olds. Our key takeaways:

They don’t know dating violence is something that affects people their age.

Sugarcoating serious issues is a major turn off. So is trying to be “cool.”

They are incredibly motivated when it comes to issues they care about.

View captionGeneration Zero :15We created Public Service Announcement content for broadcast, online, and social channels in various formats and lengths.

Tapping into the activist spirit of teens to end dating violence for good

Getting to the point

From there, Generation Zero was born—a straightforward, stat-driven campaign that gives teens the facts they demand while tapping into their activist spirits. It’s a call for a movement to end dating violence for good. Because if any generation is going to make 1 in 4, zero, it’s going to be Gen Z.

Teens impacted by campaign:

44%

zerodatingviolence.org is an immersive online destination to raise awareness for and offer support to stop teen dating violence.View caption
Posters for Willow Domestic Violence Center's Generation Zero campaignView captionPostersPosters were distributed to area schools and places where young people socialize to expose the staggering facts around teen dating violence.
Social posts for Willow Domestic Violence Center's Generation Zero campaignView captionSocial mediaSocial posts reinforced the scope of the issue where teens consume content most.
View caption1 in 3 Teens :15We created Public Service Announcement content for broadcast, online, and social channels in various formats and lengths.
View caption1 in 4 Teens :15We created Public Service Announcement content for broadcast, online, and social channels in various formats and lengths.
View caption1 in 10 Teens :15We created Public Service Announcement content for broadcast, online, and social channels in various formats and lengths.
  • Posters
  • Social mediaSocial media
  • 1 in 3 Teens :151 in 3 Teens :15
  • 1 in 4 Teens :151 in 4 Teens :15
  • 1 in 10 Teens :151 in 10 Teens :15

Creating tools that educate

To further establish empathy and awareness of the many forms of abuse that dating violence can manifest in, we’re also building a text simulation for Willow’s education program. Through the three-day experience, teens will date a faux-partner. They’ll learn about the many red flags of an abusive relationship, what abuse can “look like” and what it feels like to be in a relationship where a partner is trying to maintain power and control.

Social users who visited website:

1 in 3

Ready to make bold moves? So are we.

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