He’s No Prince

What if Prince Charming wasn’t so charming behind closed doors? The fourth and final installment of The Last I’m Sorry domestic violence awareness campaign, entitled “He’s No Prince” from Safe in Harm’s Way Foundation Inc. and Neon, an IPG Health company, is lighting up digital screens nationwide with a striking, fairy tale-gone-wrong message: abuse doesn’t always look like a monster. Sometimes, it wears a crown.
The PSA is playing a crucial role in connecting survivors with helpful resources which have been dwindling at a rapid pace this year due to a severe lack of funding. Essential programs for survivors are in jeopardy, with 80% of U.S. organizations claiming their ability to deliver services has been compromised this year, according to a recent survey, with nearly half reporting moderate to severe disruptions.
The new PSA appears across thousands of screens in public spaces, like EV charging stations, malls, gas stations and office elevators. Much like the three previous PSAs under this campaign, the goal is to discreetly reach abuse victims in their everyday routines and direct them to safety through a dedicated, secure microsite HesNoPrince.com, without tipping off their abuser.
“Survivors of domestic violence often face life-threatening situations, and delays or denials in support can be fatal,” said Caroline Markel Hammond, CEO of Safe in Harm’s Way Foundation. “We must create solutions that are safe, easy to access and hidden from the power and control of abusers. If help isn't simple, visible and immediate – survivors may not return to seek it again. It's why these campaigns are so compelling. Our images meet people in how they FEEL vs. having to identify as a survivor to receive help. Plus, the solutions are hand-delivered 24-7 all online."

The campaign’s centerpiece image flips the classic damsel-in-a-tower motif, portraying a disheveled, raging “prince” glaring out from a castle balcony while yelling and pointing at his weary princess as she leans away, resigned, withdrawn and teary-eyed. The tagline reads: “Maybe tomorrow he’ll be charming…” A QR code links directly to resources that help users recognize signs of abuse and find support quickly, safely and anonymously. The still images were created by a talented team of artists partnered with IPG Health's Neon and Studio Rx teams. By pairing specialized AI tools with human oversight, the team was able to bring the visuals to life in record time. In these sensitive situations, every opportunity to reach a survivor counts.
“‘He’s No Prince’ takes a familiar fairy tale narrative and juxtaposes it with the unsettling truth that abuse can hide behind charm and romance,” said Jesse Kates, Chief Creative Officer, Neon. “By blending these warm, nostalgic scenarios with a disturbing reality and sense of urgency, we’re not only capturing attention, but delivering tools and resources that survivors need both discreetly and in plain sight.”
When shelters are closing their doors and hotline calls are left unanswered, this campaign reaches survivors where they are. With a quick QR code scan, victims are directed to HesNoPrince.com, a mobile-friendly site developed by Neon, an IPG Health company, featuring a decision-tree interface that provides resources based on the visitor’s situation. It is built to be fast, private and easy to exit, recognizing the danger survivors may face just by searching for help.
This final PSA builds on a three-year narrative arc established through the previous Last I’m Sorry campaigns, carefully crafted by Neon, an IPG Health company.