Teen domestic violence awareness is a critical issue often overlooked. Traditional DV campaigns often miss the mark with younger audiences, appearing disconnected or overly frightening. My solution was to leverage teen culture to create a relatable, eye-opening campaign.

The breakthrough came from an unusual source: “NPC,” a term from gaming culture meaning "Non-Playable Character," referring to background game characters. The term “NPC” has now been repurposed by teens to describe someone disconnected from reality. Gamers often beat up, set fire to, and drive over NPCs in popular games like Grand Theft Auto and Sims.

I flipped this insight on its head, giving NPCs their first-ever chance to voice their experiences of abuse. The tagline "Don't be an NPC. Learn the warning signs of domestic violence" drives home our message, urging teens to recognize and act on early warning signs. This approach bridges the gap between serious subject matter and youth culture, fostering engagement and awareness in a uniquely memorable way. This spot did not move forward into production due to budget constraints.