N.O operates an anonymous hotline for battered women. Still, many women who hear excuses like “it will never happen again” every day, do not reach out for help - because they do not realize that it really might be their last time. By using song requests, which men usually use to tell their partners how much they love them, we were able to demonstrate to these women directly, as part of their everyday lives (whether they were at home, in their car, etc.), that all that they're hearing are excuses and that there’s someone they can talk to.

Through unique and powerful use of radio content on leading nationwide stations, we built massive awareness to this day. We reached hundreds of thousands of listeners, resulting in a 49% increase in hotline calls during the week! Even in the following month, calls went up 57.5%, more than in any other month before! We also received dozens of calls asking to volunteer. All with no advertising budget. Most importantly, we reached hundreds of women who had never spoken out, helping them take action, so that they would never have to face violence again.