For those not familiar with the NO MORE campaign, a brief introduction:
We are proud to share a groundbreaking, celebrity-driven NO MORE PSA campaign that directly addresses the silence and inaction of Americans in addressing domestic violence and sexual assault. The NO MORE PSA campaign was spearheaded by the Joyful Heart Foundation, one of the many championing organizations behind the NO MORE movement, and was directed by actress and advocate Mariska Hargitay, the Foundation’s President and Founder, in her directorial debut. Click here to learn more.
“Listen” is the newest entry to the NO MORE campaign, which made its national debut during the Super Bowl with a :30 version of the pre-released :60. “Listen” marks a vast departure from the creative approach of its campaign predecessors, which had solely focused on the faces of celebrities, whereas “Listen” uses no on-screen character at all. Instead, “Listen” creates a sense of suspense as audio of a 911 call is played, while panning through images of a home that is in disarray. The absence of an on-screen character allows for a pure connection to the heart-wrenching call for help, presenting a situation which viewers can almost insert themselves into.
When compared to other NO MORE campaign ads, in addition to the average PSA ad aired over the past two years, viewers stated that “Listen” grabbed their attention, was likeable, informative, and changed their perceptions (seen in the Ad Personality chart below). What stands out most compared to historical benchmarks is that viewers felt that they learned something new, which contributed to changing perceptions.
Our panelists responded with a tremendous amount of voluntary (and anonymous) feedback, which we found to be remarkably insightful. To best understand why ad scores seen in the chart above turned out as they did, we felt it best to let viewer verbatims tell the story.
What did viewers learn from the ad? 
Well said America. For more information For more on the campaign and this topic, follow @TheJHF.
