The Dallas Children’s Advocacy Center (DCAC) sought to raise awareness about child abuse in Dallas County. To tackle this sensitive issue, the Save Jane campaign was launched, representing the stories of over 28,000 abused children with the anonymized name "Jane Doe" to protect their identities.
The campaign employed a multifaceted approach, using OOH, digital video, social media, news coverage, and a live event where volunteers read the names of the abused children.
The campaign aimed to both spark conversation and increase community involvement, encouraging donations and volunteer sign-ups. The campaign’s visual identity, marked by stark, minimalist imagery, was designed to focus attention on the scale of child abuse and the individual stories behind the anonymized ‘Jane Doe’ names.
Through an Innovation Sprint, our team, alongside DCAC leadership, identified the need to humanize the issue while maintaining the children’s anonymity. This led to the development of ‘Jane Doe’ as a powerful symbol representing over 28,000 children, each with a unique yet untold story of abuse.
2x increase in donations and volunteer sign-ups.
6.64 million online readers reached, alongside
1.33 million broadcast viewers through extensive press coverage.
90,422 people reached via live streams.
245,695 unique users engaged through teaser social posts.
The Save Jane movement not only increased awareness but also created a lasting impact, highlighting the importance of supporting children in need.
2020 ADDYs:
Gold:
OOH Ambient Media – Save Jane Campaign
Gold:
Pro Bono Print Single Unit – Save Jane Campaign
Judges Choice:
OOH Ambient Media – Save Jane Campaign
2020 One Show:
Shortlist: Newspaper Print – Save Jane Campaign
2020 D CEO Nonprofit and Corporate Citizenship Awards
Winner: Most successful fundraising or awareness campaign
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