Problem: After receiving a grant for an awareness campaign, Utah Domestic Violence Awareness Coalition approached iD to work with them on exposing the repeating cycle of domestic violence.

Strategy: iD created a series of very effective spots for television that exhibited the cycle of abuse. The TV spots featured an abused woman narrating each step in the abusive cycle. The narration was then rewound and looped again to display the cyclical path that abuse takes.

Results: The TV spots made viewers more aware about domestic violence and the cycle it takes and it got victims to contact a linkline to get immediate help. Over a period of three months, calls to the linkline increased 35%. On nights when one of the spots ran more than once the linkline received the highest volume of calls.