Liz Claiborne and Ashley Judd Encourage Public to Speak Out

In a continuing effort to encourage the average citizen to speak out on the issue of domestic violence, apparel marketer Liz Claiborne Inc. commissioned a 1998 television public service announcement (PSA) featuring the voice of actress Ashley Judd."Domestic violence breaks my heart and the spirits of those who are victimized," says Judd. "I am humbled and inspired that I can lend my voice to women and children in a helpful way."

The visually arresting 30-second spot encourages those who know victims or abusers to speak out actively against domestic violence utilizing a "bystander approach" to prevention. The PSA also applauds bystanders who have already spoken out on the issue. With more than half the country saying that they know someone involved in domestic violence, the spot addresses a significant percentage of the population. The PSA is being distributed by the Liz Claiborne Foundation. Created by Shepardson Stern & Kaminsky, a Manhattan-based creative agency, the PSA opens with the image of an out-of-focus hand accompanied by the jarring, resonant sound of a slap. Eerie, discordant music underscores the affecting voice of Judd who informs the viewer that, "Every year millions of women are abused, so chances are someone you care about may be getting hurt."

A barrage of hands—without any distinguishing features of race, gender or age—then erupts across the screen. At the same time, the words "mothers," "daughters," "aunts," "sisters," "girlfriends" and "lovers" appear, suggesting that a woman suffering abuse could very well be someone the viewer knows and loves.

The disturbing slapping sounds and visuals persist as Judd adds, "If you know about it, don't ignore it." The striking hands eventually evolve into applause, saluting the bravery of those who have already taken action to help end abuse. Judd says, "People like you are speaking out to end relationship abuse and for that millions of women are thankful," as names like Janet, Lisa and Laura appear on the lower half of the screen.

"Too often relationship violence is addressed in abstract terms because it's a hard subject for people to talk about. By reinforcing that victims of domestic violence are not just any women—they are our mothers, our sisters, our daughters, our friends—we hope the public will not remain silent but will be motivated to speak out and change the way our culture views abuse," says Jane Randel, director of Women's Work at Liz Claiborne Inc. The spot concludes with Judd urging viewers to "Help stop domestic violence. Call 1-800-799-SAFE," the National Domestic Violence Hotline number.