Saatchi’s Wellington campaign for Women’s Refuge highlights fear of domestic abuse

Saatchi& Saatchi, Wellington has launched another chilling campaign forWomen’s Refuge which highlights the realities for women living in fearof psychological or physical violence in the home.

Thecampaign, which includes a TV commercial, print and Adshel executions,and a clever on-line viral game, focuses on the one thing that allforms of domestic abuse have in common – the climate of fear that anabusive partner creates.

“Fear is something that all NewZealanders can relate to. We may not have experienced the reality ofabuse, but we can start to imagine what it must be like to liveconstantly in fear’s shadow,” says associate creative director ScottHenderson, who was responsible for the campaign.

VIEW PDF OF THE PRINT CAMPAIGN:

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VIEW THE TV COMMERCIAL

VIEW THE WEBSITE

“People recognise physical abuse because there is something to see.Psychological abuse is far more sinister and far more prevalent.  Weknow that 90% of the women we work with are dealing with psychologicalabuse.  Physical abuse destroys the body, psychological abuse destroysthe soul,” says Women’s Refuge chief executive, Heather Henare.  

Henderson says that psychological abuse can be devastating: “Exercisingfinancial control over a partner and holding their every action toaccount can destroy a person’s confidence. And a constant undercurrentof potential violence can be so damaging that actual violence, when itfinally comes, can almost come as a relief,” he says.

“We’re hopeful these commercials will get some New Zealanders torecognise that situations they may not have seen as abusive, are infact harmful, and unacceptable,” says Livia Esterhazy, Saatchi &Saatchi Wellington general manager.

Saatchi & Saatchi has supported Women’s Refuge as a pro bono clientfor ten years, winning many awards for creativity and effectivenesssince 2001. Last year’s campaign delivered a significant 75% increasein donations to Women’s Refuge.

“Helping women and their families live free from fear is something thatall of us at Saatchi & Saatchi are proud to support. But the thingwe are most proud of is the flow of donations that result from thecampaigns, which allow Women’s Refuges to help thousands of New Zealandwomen and children each year,” Esterhazy says.

Esterhazy thanked a large number of suppliers who gave their time and talent to assist with this year’s campaign.

Agency: Saatchi & Saatchi, New Zealand

Digital: Touchcast/Next