(PRESS RELEASE) ATLANTA — On October 16, recognized in the U.S. as Purple Thursday, a national day of action during Domestic Violence Awareness Month, GlassesUSA.com is launching “Aid to Cart,” an awareness campaign aimed at raising awareness of domestic violence and amplifying the lifesaving work of The National Domestic Violence Hotline.
The campaign draws inspiration from a culturally powerful visual: oversized sunglasses. For those facing abuse, oversized sunglasses have historically served not only as a fashion statement but as a way to hide visible signs of abuse. Leveraging this imagery, “Aid to Cart” reframes the glasses as a quiet but impactful signal to help more people find support.
The campaign centers on a clear and focused message placed across GlassesUSA.com’s key digital channels, including the homepage, newsletters, and relevant product pages. Visitors who click on “Aid to Cart” ads are directed to a dedicated, non-commercial landing page with direct access to The Hotline, donation options, and educational resources. To further expand its reach, the campaign is supported by targeted media placements across major digital publishers, geo-targeted Facebook ads focused on women, and non-commercial messaging embedded within search results for oversized eyewear and sunglasses.
“Sometimes people buy oversized frames not to follow a trend, but to hide,” said Tal Bigelman, Creative Director at GlassesUSA.com. “That’s why we made ‘It’s hard to take them off’ the main message of the campaign. We chose to use our platform to bring hope, not commerce. This campaign is about awareness, support, and giving the Hotline a larger stage.”
The National Domestic Violence Hotline operates 24/7/365, offering free and confidential support through call, chat, and text. In 2024 alone, it received more than 740,000 requests for help. GlassesUSA.com has pledged a donation to The Hotline and will contribute additional funds based on the sales volume of oversized eyewear during the campaign period, ensuring ongoing support regardless of campaign performance.
“Campaigns like this are a powerful reminder that awareness can come from anywhere,” said Heather Henry, Vice President of Development, National Domestic Violence Hotline. “When brands use their reach to connect survivors with real support, it can save lives.”
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This initiative reflects GlassesUSA.com’s commitment to using its platform to create meaningful impact beyond commerce, turning everyday touchpoints into opportunities for awareness and support. For more information or to access resources, visit here.
