1. Love Is Not Abuse Liz claiborne
Ashley McGhee
Maggie Shelton
Kelsey Brunner

2. Love Is Not Abuse Teen dating violence prevention Reason for campaign
Reason for campaign
Bring attention to a serious issue not commonly discussed
Middle-aged women and their children
- First company to take a stand on the issue
- Target customers are middle aged women – shows concern for their children

3. History 1991 – launched Women’s Work program
shifted focus to primarily domestic violence
2012 – officially changed company name to Fifth & Pacific

4. Goals
Increase students' understanding of teenage dating violence/abuse
Help students challenge misconceptions or beliefs that "support" dating violence
Increase help-seeking behavior among students involved in abusive relationships

5. Public service announcement (PSA)
1996 – launched their first PSA
Using football athletes speak about breaking the code of silence
- Had multiple more with musicians, actors/actresses…

6. Events
1999 – sponsored the first ever “New York Walks to End Domestic Violence”
2003 – “Time to Talk” launched bus tour and film festival to raise awareness for violence
With Marie Claire and Polaroid
They held charity shopping days and sold specialty products annually to raise awareness and money

7. Teen Focus
watch?v=Mc9kpXI7stM&f eature=relmfu
2005
1/3 teenagers know a friend or peer who had been abused
13% of girls reported being physically hurt in a relationship
80% of teens regard verbal abuse as a “serious issue”

8. Parent Focus
75% of parents did not know their child was being physically abused
2001
2/3 parents would have spoken to children about dating violence if they had more information on it

9. Educational Handbooks
1998 –for parents to help children develop healthy relationships
1999 – help women experiencing abuse
2000 – focus on teens
2001 – focus on parents of teens
2004 – help men speak with teen boys

10. Educational Programs 1995 – colleges
“Relationships in the Real World”
2000 – launched teen dating violence awareness and educational programs
2005 – launched Love is Not Abuse curriculum
With Break the Cycle
2009 – Love is Not Abuse Coalition
Teen dating abuse education in school

11. Other efforts “NO More” Employee Assistance Program
symbol of recognition
Employee Assistance Program
preventing sexual abuse in the workplace

12. Technology 2000 – created website 2011 - app for iPhone
?v=f-MueVK0L8k
2000 – created website
om/web/guest
2006 – first ever national teen dating violence hotline /

13. Social Media Facebook Twitter
Twitter
use

14. Legal developments
2006 & 2007 – Digital Teen Dating Violence Bill of Rights was passed
2008 – National Association of Attorneys General passed Teen Dating Violence Education Resolution

15. Partners Joyful Heart Foundation
National Foundation for Women Legislators
Seventeen Magazine
Stacy Morrison, author
Judge Jeanine Pirro
National Association of Attorneys General
Loveisrespect

16. Summary $8 million on the campaign
Approximately 18,000 schools and educational organizations have Love Is Not Abuse curriculum for use in their programs

17. Questions
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