MOCSA: The Pandemic Behind the Pandemic - Signal Theory

MOCSA: The Pandemic Behind the Pandemic


How MOCSA and its community united in the name of healing and empowerment – all from home.

We helped MOCSA transition its biggest fundraiser of the year to a virtual format, with campaign creative that resonated with donors and increased overall donations. 

Trigger warning: Sexual assault/sexual violence.



In the simplest of terms, the Metropolitan Organization to Counter Sexual Assault (MOCSA) helps victims of sexual assault, abuse and violence become survivors. In turn, MOCSA relies on the community to help them achieve and live this mission each and every day. 

The Community Luncheon is MOCSA’s largest annual fundraiser. The donations from this luncheon fund the bulk of services MOCSA provides to the community year-round.  In 2021, it went virtual for the second year in a row.

With virtual burnout very much a real thing, we knew the creative surrounding the luncheon would need to be more than impactful in order to keep the existing donor base engaged, as well as attract new donors and increase overall donations.


COVID-19 impacted so many. But another, less publicized pandemic raged behind the scenes. Here are just a few sobering statistics:


The unthinkable truth is that many survived more than COVID-19 this year. And now wear a mask that can’t be seen or taken off. The mask of a survivor. This concept leans on duality – that of masks both physical and figurative, lights and shadows, things seen and unseen, what’s heard versus what’s silenced.


A powerful message not only convinced community members to give their time – but their money, too.

Each year, maintaining or increasing donations at the Community Luncheon is critical to MOCSA’s success. At 2021’s event, donations increased by 6% over the previous year – a massive success for MOCSA during an uncertain time when many other things in the world were vying for donor time and resources. However, it’s clear the work MOCSA does for the community is too important to be sidelined. The creative conveyed this, and the community acted.


  1. Department of Justice, Office of Justice Programs, Bureau of Justice Statistics, National Crime Victimization Survey, 2018 (2019). Note: RAINN applies a 5-year rolling average to adjust for changes in the year-to-year NCVS survey data. Accessed at
  2. Tjaden and Thoennes, 2006. Accessed at
  3. Fisher, 2000. Accessed at

Related Work