NEW YORK—Liz Claiborne has retained Ruder Finn to provide public relations strategy and services for the company’s longstanding public awareness campaign to prevent domestic and relationship violence
The program, which the company has run for more than a decade, was previously managed by Patrice Tanaka & Company, and has won multiple awards, including several SABREs. It is widely recognized as one of the most important and successful cause-related marketing programs in the country. Now in its 13th year, the program—known by its tagline “Love Is Not Abuse”—has reached millions of Americans with targeted anti-abuse messages and has been a catalyst for men and women, organizations and communities to speak out against abuse.
“After 13 years it was time for a change,” says Maria Kalligeros, president of PT&Co. “It is spectacular that we maintained this business for 13 years.” She described the split as “difficult” but said she was “proud of the work we did for Liz Claiborne and for building awareness of the huge problem domestic violence presents our society.”
Ruder Finn will provide a range of services to Liz Claiborne including research on the issue, program development and media relations. The primary focus of the 2005 campaign will be the development and implementation of a curriculum-based education and awareness program for high school students designed to educate teenagers on how to prevent relationship violence and abuse.
The account will be led by senior vice president Anne Glauber, director of the global issues communications group in New York.
“The global issues team at Ruder Finn has an impressive track record of generating results for its clients,” said Jane Randel, vice president of corporate communications at Liz Claiborne. “We look forward to integrating its high level of creativity and insight into our efforts to build awareness for this critical issue.”