An average of 24 people per minute are victims of rape, physical violence, or stalking by an intimate partner in the United States. The global pandemic has only exacerbated this crisis. Despite the prevalence of domestic violence less than 40^% of people in these situations use preexisting resources. 

Over the course of two years our team conducted qualitative research via focus groups, forums, and firsthand conversations with people who have experienced abuse. It was essential that we empathized with the experience and revealed the nuanced narratives within the space. Due to this we implemented specific language and visuals that were appropriate to reach people in the space – such as validating a feeling rather than placing blame or being assumptive. Overall, our aim is to alter stereotypical thought paradigm of what abuse looks like and make vital resources visible and engaging in order to save lives.

The Last I’m Sorry campaign was executed as a large scale Out of Home campaign, specifically 334 digital billboards across the United States – which launched in Times Square. The billboard platforms are used to combat the controlling nature of abusers that monitor what their partner has access to. The execution also extends to TheLastImSorry.com – an interstitial tool that we crafted to quickly and concisely bring individuals to resources specific to their situation. It ensures protection and efficiency via backend safety features. The resources that each decision matrix connects to were carefully curated in order to connect people to materials that will be the most helpful to their situation. It is imagery-agnostic to ensure user is not detected by their abuser. Prior to TheLastImSorry.com there was no one comprehensive tool available to victims and survivors that offered a one-stop curated compilation of links and tools associated with their immediate situation. 

The Last I’m Sorry increased DomesticShelters.org and Safe in Harm’s Way’s viewership by an average of 2,000%, has garnered over 750K impressions, and has acted as a bridge to safety and healing for approximately 4,200 users and counting since launch on February 1, 2022. The campaign has also been picked up by various media outlets including Yahoo News, Ads of Brands, MM&M, American nonprofit academy, Pharma live, and Nonprofit Connect.