Over the years much has been said about the need to bring an end to domestic violence and abuse in our communities. However, when trying to engage the corporate community at large it is often found that their real response to the matter is that, “we know that it’s a problem, but it’s just not sexy.”

Although domestic violence and abuse may not have the “sex appeal” required for most major corporate initiatives and campaigns to be launched, its becoming more apparent that its effect on a company’s bottom line is worthy of a little more attention. Statistics show that 1 in 3 women will report being physically or sexually abused by a husband or boyfriend some time in their lives. Often times this will cause an employee to have poor job performance or not even show up for work. If the abuse is violent it might result in health care claims, thus impacting the cost of a company’s employee benefit program.

Even worse, homicide is the second leading cause of death at the work place for women. Now, when employees are vulnerable, so are employers. In 2000, State Mutual Life Assurance Company loss an $850,000 wrongful death suit when the boyfriend of one of its employees came to the job and killed her. It was ruled that an employer’s duty to protect its employees from the criminal acts of third parties arises from the employers expressed or implied promise to provide a safe and secure work environment.

Realizing that the issues surrounding domestic violence and abuse are not just going to go away, Corporate America is beginning to ask for help. Domestic violence and abuse awareness campaigns are being launched and we are starting to see the sponsoring of special events and use of celebrities to help get the message to the masses.

For example, The Tenderness Campaign is the recording industries response to domestic violence awareness. International recording artist, E. Walter Smith says that his song, “Tenderness,” and his involvement in the campaign is a result of a dating experience. It forced him to look at past experiences and realize how many people he had worked with that were hiding the fact they were being abused because they had no where to turn. “When the Tenderness Campaign was initiated the potential corporate sponsors would always say that they knew the problem existed in the organization and in some cases even in their family. But, they would say, “E. it’s just not sexy.” After hearing that so many times, my response became, “It’s not sexy, but it’s necessary!” Well, after a few moments I think the realities of this national epidemic begin to set in and people realize they have to start doing something about this problem,” says Smith.

Award winning actress Salma Hayek is the spokesperson for the Avon Foundation’s “Speak Out Against Domestic Violence,” and New York Giants professional football player Tiki Barber has lent his voice to The New York State Office for the Prevention of Domestic Violence to produce the spots as part of its current “It’s No Game!” campaign. In November 2003, actor and comedian Billy Crystal hosted a fundraising dinner for the Safe at Home Foundation at the Battery Park Ritz Carlton Hotel in New York City. The foundation, which was started by New York Yankees Manager Joe Torre and his wife Ali, works to end family violence and address the impact that witnessing domestic violence has on children.

Clearly, there is a need for more awareness campaigns that will help to bring an end to this national problem. However, the influence of image makers and “movers and shakers” is creating an environment where getting help to the victims is easier and noticing the warning signs of domestic violence and abuse a little earlier is saving lives.

Steffie Andersen PR is committed to domestic violence and abuse awareness. Discover how you can make a difference in your community http://www.ALittleTenderness.com