Susan Sarandon Lends Her Voice To Liz Claiborne's Newest Domestic Violence Television Public Service Announcement

NEW YORK, NY - (October 8, 1999) - How do you broach the subject of relationship abuse with someone you care about? A new television public service announcement (PSA) featuring the powerful voice of actress Susan Sarandon and commissioned by Liz Claiborne Inc., provides one answer to this question -- start by telling her you've noticed.

The 30-second spot directs viewers to the National Domestic Hotline where they can order a free guide from Liz Claiborne that offers straightforward advice on how to talk about this difficult subject. Titled "A Woman's Handbook: a practical guide to discussing relationship abuse," the handbook suggests tips on how to begin these difficult and delicate conversations with family, friends or coworkers. It was written in collaboration with the Family Violence Prevention Fund, a national public policy and education organization working to end domestic violence.

"Keeping quiet about violence can be just as harmful as the violence itself," says Ms. Sarandon. "Just letting someone know you've noticed what's happening and that you care can make all the difference."

Talking About Abuse

Created by Shepardson Stern + Kaminsky, a Manhattan-based creative agency, the visually compelling PSA underscores the gravity of the issue with grainy black and white imagery and dramatic lighting. The spot, directed by Kristi Zea, opens with the camera focused on a woman bending over the bathroom sink, rinsing her face. Water slips through her hands as Ms. Sarandon solemnly states, "She doesn't talk about the bruises." We next see the woman gazing off, expressionless, wringing her hands as we are told "She doesn't talk about the depression."

The camera slowly pulls back revealing an empty hallway and showing the woman with her back up against a blank wall, as we hear "She doesn't talk about the missing days of work." When the woman looks directly into the camera for the first time, Ms. Sarandon asks viewers, "So how do you tell her you've noticed?"

The final scene captures the woman's true anguish and isolation while Ms. Sarandon implores the viewer to become part of the solution, saying, "If your friend is a victim of domestic abuse, talk to her about it and don't stop talking until the violence stops. For a free brochure call 1-800-799-SAFE." The PSA is being distributed by the Liz Claiborne Foundation.

"Throughout our handbook we've included stories of survivors who felt isolated and alone during their abuse, but who gained hope when someone else acknowledged their situation," says Jane Randel, director of Women's Work at Liz Claiborne Inc. "This PSA illustrates not only how tough it is to raise this issue with someone -- no matter how close you are -- but also how important that first conversation can be."

Women's Work Campaign

Since 1991, Liz Claiborne Inc. has been addressing the issue of domestic violence through its Women's Work program. The program's awareness and education campaign has included billboards, TV and radio announcements, posters, brochures, campus workshops and partnerships with local retailers and community groups. Each year the program strives to reach different audiences with targeted anti-abuse messages. Last year's campaign included a public service announcement with the voice of Ashley Judd and a "Parent's Handbook" to help parents talk to their children about developing healthy, abuse-free relationships -- both peer and dating; previous campaigns have targeted men, college students and corporate America.

In addition to "A Woman's Handbook" and the 1999 PSA, the Women's Work program is introducing two new, limited-edition fundraising items for 1999: a satchel-style handbag ($25) and a long-sleeved cotton T-shirt ($12). Profits from the sale of the items through the Women's Work product order line at 1-800-449-STOP (7867), beginning in October, will be donated to the Family Violence Prevention Fund.

Visit the Company's Web site at www.lizclaiborne.com for more information about current or previous Women's Work program initiatives.