Denim Day in April is the longest-running sexual violence prevention and education campaign in the United States, inspiring and mobilizing individuals, communities, and institutions by providing tools, messaging, and an accessible call to action: wearing jeans with a purpose.
APPROACH
To kick off this annual event and attract general market media coverage in Los Angeles and beyond, we assisted Peace Over Violence with media relations for a City Hall news conference featuring local elected officials alongside survivors of sexual violence, all dressed in denim in a show of unity. Featured spokespeople informed local media on important issues, from clearing rape kit backlogs, addressing assaults on public transit, to preventing sexual violence on college campuses and military bases.
To kick off this annual event and attract general market media coverage in Los Angeles and beyond, we assisted Peace Over Violence with media relations for a City Hall news conference featuring local elected officials alongside survivors of sexual violence, all dressed in denim in a show of unity. Featured spokespeople informed local media on important issues, from clearing rape kit backlogs, addressing assaults on public transit, to preventing sexual violence on college campuses and military bases.
IMPLEMENTATION
Denim Day is more than just a City Hall press conference—it also includes a series of local events such as rallies at local schools, performances, and public testimony at local City Council meetings. General market media across greater Los Angeles receive detailed information about related events to cover in different neighborhoods.
To promote messaging and publicize calls to action, high profile Los Angeles morning shows are invited to get on the Denim Day bandwagon by having their anchors and on-air staff wear denim. Denim Day spokespeople provide interviews to explain the history of Denim Day and the importance of its mission.
Through press conferences and spokespeople, our media strategy is unified to raise awareness on issues we care about.
Click to view the results
OUTCOMES
Extensive general market media coverage of Denim Day City Hall press conference, featuring the participation of local elected officials and high-quality spokespeople, including survivors.
Lengthy program segments by Univision, KTLA and other morning programs, with on-air staff wearing their denim with a purpose and inviting viewers to do the same.
Increased media attention from successful campaign events incited meaningful and actionable change, e.g., the City of Los Angeles prioritizing clearing its rape kit backlog.
Local media coverage on high school-based performances and rallies held in conjunction with Denim Day to remind people that teen dating violence is real and must be prevented.
Denim Day spokespeople, including survivors of sexual violence, featured in an array of television coverage and newspaper articles, sharing their stories of resilience and hope.
Denim Day’s striking graphics and informative content is widely shared via social media channels.
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