By Katie Richards
June 15, 2015
Excerpt Below:
Advertising agency Arnold New York and Safe Horizon collaborated to create the #PutTheNailinItcampaign to end domestic violence for good.
“Our intention was to spark a conversation with a provocative campaign direction and then show the rest of the world that we supported the movement through the painting of the nail, “ said AnaLiza Alba, a creative director at Arnold.
“A lot of domestic violence messages can be dark and hard for the average person to embrace, while not making light of the issue, “ said Ariel Zwang, Safe Horizon’s CEO. “We wanted something with a broader social currency.”
A Public Service Announcement (PSA) that is part of the #PutTheNailinIt campaign recently premiered and features celebrities who are close to the cause, including Alan Cumming, whose autobiography details an abusive upbringing, and Miss America 2015 Kira Kazantsev, a domestic violence survivor who worked with Safe Horizon during her Miss New York days. New York Jets linebacker Quinton Coples and actress Kyra Sedgwick also appeared in the PSA.