Here is a pro-bono campaign made for Safe Horizon from Howald & Kalam. The campaign is designed to illuminate the hidden signs of abuse. The ads are not only a compelling visual, but also exemplify the very theme of the campaign—you must look closer to find the hidden signs of violence.

Safe Horizon serves over 350,000 people each year who have been touched by violence. Whether they are responding to child abuse, domestic violence, stalking or other violent crimes, they provide the practical tools, emotional support, education and advocacy to help victims and their families heal and rebuild their lives.

“Pro-bono clients deserve great work and strong creative that is on par with paying clients,” said Rachel Howald. “We made this commitment to Safe Horizon because we understood the need to raise awareness on issues of violence, and Safe Horizon brings the expertise that is needed to help victims of violence.” Stephanie Kugelman, a Safe Horizon Board Member and outgoing Vice Chairwoman of Young & Rubicam, Inc., invited Howald & Kalam to bring their unique perspective – and commitment to making the world a better place – to help forward Safe Horizon’s mission through this campaign.

The campaign will be seen on thousands of billboards, subways, buses, bus shelters, phone kiosks, commuter rail platforms and office-building elevator screens, with particular concentration in the traditionally underserved areas of New York City. Campaign ads have begun to run in over 30 daily and community newspapers, as well as national magazines such as Essence, Redbook and People en Espa�ol. Tip cards in four languages: English, Spanish, Chinese and Haitian-Creole, along with thousands of flyers, posters, t-shirts, temporary tattoos and other collateral were also designed by Howald & Kalam. Amazingly, there were zero production costs incurred by Safe Horizon during the creative development process, thanks to Howald & Kalam’s digital design capabilities.

Co-creative Directors: Rachel Howald & Ahmer Kalam
Copywriter: Rachel Howald
Art Director / Illustrator: Ahmer Kalam