Shifting Domestic Violence Narratives in the media
Journalists have the power to bring complex issues into our national conversation—and domestic violence is no exception
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Media coverage can impact how society talks about, thinks about, and works on ending domestic violence. The stories journalists choose to tell, and the language and visuals they use, have the power to perpetuate stigma—or to challenge misconceptions and reveal solutions.
As part of our multi-year partnership with the Blue Shield of California Foundation in theChanging the Conversation Initiative, the foundation identified media coverage of domestic violence as an area for intervention. Daylight embarked on a journey to understand the needs of those who report on this issue and those with lived expertise in the field. Together with journalists, survivors and the foundation, we created a toolkit for journalists – providing resources that journalists can use to report on domestic violence responsibly, effectively, and with empathy.
The Journalist Playbook website launched during Domestic Violence Awareness Month 2024, and began reaching journalists across the state. At the end of the month, it served as the focal point for an event where journalists and advocates gathered to discuss new approaches for evolving media coverage of domestic violence.
Finding the Path to Better Coverage of Domestic Violence
Our team talked with journalists and editors from a diverse range of backgrounds, representing multiple platforms: radio, television, podcasting, online, and print. Combined with the insights and opportunities gleaned from our earlier system map project, these listening sessions shaped our goals for the journalist initiative.
We set out to equip journalist with tools, knowledge, support and resources, but we also wanted to create an opportunity to form a community of practice around DV journalism—bringing together those who want coverage to be different with those who want to learn more.
Key goals for the initiative included amplifying survivors’ voices and underrepresented perspectives in domestic violence journalism, fostering solutions-oriented coverage that highlights hope and opportunities, and shifting the narrative from sensational to nuanced.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Thoughtful Co-Design, Radical Collaboration
To stay true the principle of “for journalists, from journalists,” we partnered with the California Partnership to End Domestic Violence to create an advisory board for the Playbook. This board of journalists, editors, survivors, and writers worked together to co-create and shape its content.
Through workshops, co-writing sessions, interviews, and conversation, we collaboratively identified the most relevant topics, wrote, organized the material, and refined it for publication.
The result is a resource that prioritizes practical relevance, offering journalists tools and insights in 3 different content categories, each addressing different use cases and levels of interaction:
1. Quick Tips & Principles - Bite-sized guidance and foundational principles.
2. Resource Library: A directory of experts, survivors, organizations, terminology, data, and intersectional hubs (e.g., Domestic Violence and Homelessness).
3. Articles - Longer-form In-depth content on topics like solutions journalism, trauma-informed interviewing and power sharing with survivors.
This tiered approach makes the Playbook accessible to journalists at varying stages of engagement and allows the Foundation to continually update and expand this resource—bringing in new collaborators, topics, and articles over time. More than a static reference, the Playbook is a dynamic hub for ongoing conversations about domestic violence and media coverage.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Building the playbook
As the project progressed and the content took shape, Daylight embraced the initiative’s collaborative ethos at every stage. The team developed a high-fidelity beta site for the Playbook to test with journalists and editors, enabling rapid iteration. Feedback from this process informed revisions to the UX, visuals, and content. This approach reflected one of the Playbook’s core design principles: highlighting its evolving, collaborative nature as a resource other journalists can contribute to.
The Playbook’s design strikes a balance between optimism and practicality, blending an editorial aesthetic with relatable, real-world scenarios to create an engaging and inclusive resource. Handwritten elements and thoughtful photography create a sense of authenticity and approachability, inviting all journalists to participate. The design reflects hope and solutions-oriented thinking, aligning with the Playbook’s mission to reshape conversations around domestic violence reporting. The choice of illustration, visuals and layout is carefully considered to empower journalists to approach this challenging subject with confidence and care, allowing them to interact with the Playbook at their own pace.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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Building a community of practice, together
Daylight worked with the foundation throughout Domestic Violence Awareness Month to launch the playbook though a compelling campaign aimed at the journalistic community, sharing it with newsrooms, partners, and advocacy organizations.
The team supported the foundation in developing an in-person event, where journalists, survivors and advocates came together to discuss how reporting can reshape the conversation around domestic violence.
In the months following its launch, the Playbook has been accessed and utilized by journalists and advocates across the state. Advocacy groups, newsrooms, and journalism educators have shared the resource, positioning it as a valuable tool for ethical and thoughtful reporting. Early feedback suggests that some journalists have begun integrating Playbook principles into their work, and it has been introduced into newsrooms' training programs.
With the continued support of the Blue Shield of California Foundation, the Playbook is a growing, evolving resource. Plans are underway to expand its reach through engagements with journalism schools and newsrooms and to grow its content through ongoing collaboration and updates.
