Get the Flash Player to see this player.
A national public information campaign to end domestic violence, Women’s Work combined strategic philanthropy and cause marketing to enhance Liz Claiborne’s relevance to its evolving target audiences, including consumers, retail customers, the media and the larger community.
Women’s Work positioned the company on the front lines of an issue critical to its market through a process of commissioning internationally recognized artists to create provocative imagery for billboards, bus stops, posters, TV and radio spots, and products for sale at retail.
Strategic collaborations with retail, political, media and community partners like Saks Fifth Avenue, Senator Barbara Boxer, MTV networks and the national consortium of DV agencies, extended the reach and impact of the program to unprecedented levels.
The initiative generated overwhelmingly positive media response and heightened levels of consumer and customer loyalty for Liz Claiborne, Inc. Women’s Work also helped raise significant funds for domestic violence programs by supporting existing activist networks through donating a portion of retail sales proceeds, and by encouraging support from Claiborne’s corporate peers nationally.
video: Barbara Kruger’s PSAs were commissioned in partnership with MTV.