With domestic violence on the rise, LA Mayor Eric Garcetti and the Mayor’s Fund team set an aggressive agenda to tackle the issue. As part of that effort, they wanted a public awareness campaign designed to bring this issue out of the shadows. Quigley-Simpson's campaign juxtaposes romantic imagery with the demeaning language of abuse. This contrast underscores the insidious nature of domestic violence and makes clear that it has no place in a relationship, nor in the City of Los Angeles.