New name for an old struggle

The agency has gone through much change since we started as a volunteer rape emergency hotline 35 years ago. We have expanded beyond intervention in sexual assaults and domestic abuse, to prevention of interpersonal violence, while running a range of specialized services reaching underserved groups. On the local, statewide, and national levels, we are recognized as a valuable partner in matters of public health. All our programs and services have reflected this evolution; until now, only our name has remained unchanged.

LACAAW is now Peace Over Violence

Our new name simply and clearly states the unwavering position that we choose peace over violence. It is an all-inclusive call to action to rally people behind a larger social movement. It puts our mission at the forefront, as it is a constant reminder that building healthy relationships, families and communities free from sexual, domestic and interpersonal violence is achievable.

Peace Over Violence is an equation that the agency works to resolve every day. Our tag line “One on One, One by One” reveals our approach. “One on One,” we give individual counsel to guide people to overcome violence. “One by One,” we are determined to free the whole of society from violence.

Inevitably people will start calling us POV. This acronym also stands for “point of view”—the position from which something is observed and understood. To positively affect a point of view is critical if we are to achieve our vision of a world free from violence.

The double meaning of “over” is ideal. It creates a temporal and spatial relationship to violence that directly reflects the position of the organization. “Over” is to be on top of, above and greater than—a position with a clear vantage point. “Over” is also to be at the end of, through with, finished and no longer affected by. It is where we wish the people we serve to be in relation to violence.

Dynamic Brand: The Name is an Engine

Peace Over Violence has been conceived to behave like an engine, which functions by converting power into motion. Likewise, a brand name can have inherent qualities that make it dynamic—always active—with change as its constant. “Over Violence” is our constant position, which is activated by the relationship to any word that is placed within the equation ”<blank> Over Violence.” The message can take on various characters—as a personal badge: “I Am Over Violence” and “Antonio Over Violence”; as a symbol of collective pride: “Cops Over Violence” and “Teachers Over Violence”; as a call to action: “Voices Over Violence” or “Protest Over Violence”; and a bold ambition: “Peace Over Violence.”

Every individual, group and community is invited to join the cause and dynamically and exponentially propel the agency’s vision of a world ”Over Violence.“