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"He Said He Loved Me"

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The Challenge

The first goal of the Utah Domestic Violence Advisory Council is to “interrupt the cycle of violence.” After a series of discussions with the ADVAC and Dan Murray of iD Communications, a plan was conceived to create two 30-second Public Service Announcements.

The primary goal was to help victims identify their situation and inform them of community resources available to help them stop that cycle of violence.

The Solution

After auditioning seventy-four actresses, two were chosen. Obviously, credibility was a key search criterion, as well as finding subjects who broke socio-economic stereotypes.

Other Benefits

The Public Service Announcement “He Said He Loved Me” received a Citation of Excellence” from the Utah Advertising Awards, Winner Public Service category, TELLY Award, and was nominated for a Rocky Mountain EMMY.