Breakthrough is a global rights organization dedicated to ‘prevent[ing] violence against women by transforming the norms and cultures that enable it.’ The strategy behind my ‘True Love Doesn’t Hurt’ public service campaign is based on my insight into the category conventions of this delicate subject. I found the horrific imagery used in anti-violence campaigns to be too triggering & blatant. Secondly, the majority of campaigns focus on physical domestic abuse, using shocking imagery such as women with bruises, when in reality many abusive relationships are not always physical – emotional abuse is just as prevalent & harmful. This campaign is intended to reach women, or men, who live with abusive relationships, whether they realize it or not. ‘True Love Doesn’t Hurt’ is a bold, strong message, communicating that every person deserves caring and nurturing relationships.