Liz Claiborne Repositions Relationship Violence as a Men's Issue

Liz Claiborne Inc. was one of the first major corporations to tackle the issue of domestic violence. Realizing the need for men and women to work together to end abuse, in 1996 the company created a series of public service announcements (PSAs) which help reposition relationship violence as a men's issue. Using male role models, the PSAs not only discourage men from participating in domestic abuse but from tolerating this behavior in others. The first campaign of 30-second spots uses athletes as icons of masculinity and so points out the need for male leadership in an area where, up to now, there has been very little male initiative.

The concept of "inter-gender collaboration"—men and women working together to end relationship violence—was embodied through the partnership of Liz Claiborne Inc., Northeastern University's Center for the Study of Sport in Society and the College Football Association. Liz Claiborne Inc. also hopes this public-private sector collaboration will serve as a model for other companies and non-profit organizations to follow in an effort to create positive social change. Created by Gotham Inc., Liz Claiborne's advertising agency, the PSA also portrays men and women as bystanders, intolerant of relationship violence and uses an entire stadium to represent all of society.

Continuing a cutting-edge approach to the issue of domestic violence, in 1997 Liz Claiborne distributed a series of radio public service announcements (PSAs) featuring high-profile male musicians who deliver a message directly to men about speaking out against domestic violence. Again the 30-second PSAs go beyond building awareness of abuse by discouraging men from participating in relationship violence or tolerating it in others.

Representing different genres of the music industry, many recording artists lent their voices to help reposition relationship violence as a men's issue. They include All-4-One, Backstreet Boys, Clint Black, Coolio, Kenny Loggins, Richard Marx and Travis Tritt.

"Our goal is to raise awareness that relationship abuse is not just a women's issue—that men must also be proactive in ending domestic violence," says Jane Randel. "The best way to reach men with this message is through other men, and these PSAs encourage male leadership in this area." 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.