In October of 1996, Liz Claiborne introduced a new, limited-edition T-shirt and necklace as the year's fundraising items, as well as a new tagline carried on both items: "Love is not abuse is not love." The third Charity Shopping Day continued to generate additional funds for domestic violence agencies across the country.
The Women's Work campaign developed a 30-second television PSA using high-profile college football stars and a cutting edge approach to the issue—speaking directly to men about breaking the code of silence surrounding relationship abuse. The PSA was developed in partnership with Northeastern University's Center for the Study of Sport in Society and distributed in conjunction with the College Football Association. The spot, created by Gotham Inc., Liz Claiborne's advertising agency, was shown in a number of college football stadiums and aired during regional and national television broadcasts of games.