Women’s Refuge Valentine’s Day campaign via Saatchi’s shows love isn’t always what it seems
Those searching for Valentine’s Day cards today and tomorrow in New Zealand may be in for a shock. Placed among the cards are some with a less than idyllic message inside.
The cards, which have a traditional Valentines Day exterior containing a darker message inside, are part of a campaign designed by Saatchi & Saatchi New Zealand to remind kiwis that for some women, love has a very different outcome.
The campaign aims to bring domestic abuse into the open and encourages New Zealanders to take a second glance if they suspect something isn’t right in a relationship.
Women’s Refuge reported some regions experienced a near 100 percent rise in the numbers of women seeking help over the Christmas period for violent abuse with a twelve per cent increase last year in the numbers of women and children using their safe houses.
“We designed the campaign to encourage conversations and help those suffering make a change,” says Livia Esterhazy, General Manager at Saatchi & Saatchi Wellington.
The campaign sees the subversive Valentine’s Day cards placed in retailers around Auckland and Wellington, with readers urged to text 2026 to make a $5 text donation.
Animated Valentine’s e-cards can also be viewed on the Women’s Refuge website and via web banners.
Viewers are encouraged to donate and to share the cards via Facebook and Twitter. The campaign is supported by a radio ad with a twisted Valentine’s Day message of love.
“We love Valentines like the rest of the world, but think this is an issue that needs to be unwrapped,” says Women’s Refuge CEO Heather Henare.
“Women’s Refuge supports good love. We do not support gestures of love that hide abuse and violence. A great relationship is when a woman feels safe, respected and heard, she says.
Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Antonio Navas
Creative Group Head: Anne Boothroyd
Head of Art: Mike Davison
Art Director: Emily Drake
Copywriter: Sarah Litwin-Schmid
General Manager: Livia Esterhazy
Account Executive: Katy Greening
NZ Director of Operations & Integrated Production: Heath Davy
Head of TVP: Jane Oak
Agency Producer: Loren Bradley
Executive Digital Producer: Haydn Thomsen
Digital producer: Linda Krug
Flash Developers: Mike McMillian, David Hunter, Les Porter
Partners Sound: Liquid Studios
Printing: Production Partners
Client: Women’s Refuge
Client Contact: Heather Henare
12 Comments
Lame.
I love the approach of having these in bookstores on V’day – really clever. This will surprise people.
But the concept/execution is lame. Lousy copy – especially the swipe about appearance. Too many words.
This is a pretty major fail unfortunately.
great idea. but when you’re angry and want to bash someone, you don’t really use commas, like the one between ‘again’ (and) ‘bitch’.
without the comma, it’d seem more emotional and bastardy.
being picky. great idea though.
Wow. I love the sinister twist, great stuff. I hope this cause gets the attention it deserves.
Jimmy you are a complete twat.
And a major fail.
We need more people like you though to contrast with the intelligent, sensitive decent ones.
Groucho, what did you do on this campaign? The proofreading or the ass-kissing?
Took 14 people to do this. lol
Neither Jimmy, but many years as a volunteer helping abused women and children gives me a clue about people like you who would rathet criticise the efforts of others instead of doing something constructive.Why don’t you make a donation?
This is a creative blog where work is critiqued. You wanna go on a moral crusade? Good luck to you. Not sure if the CB Blog is the right place however. Good luck for your volunteering.
Speaking of domestic violence, check out these bizarre female reactions to Chris Brown appearing at the grammys.
http://www.buzzfeed.com/mjs538/horrible-reactions-to-chris-brown-at-the-grammys
This is really great. All involved should be proud. Jimmy’s just jealous he doesn’t have the heart or talent to come up with something like this.
I actually do like these. It could use with some crafting, but it’s a great topical idea.
jimmy is a fucking tard. fuck off you idiot.
i hate dickheads who say “missed opportunity” and now this, “major fail”.
How the fuck do you know what people went through to get to the end???
And in this case there’s nothing wrong with these. Copy too long???
Swipe about appearance???
You really have no idea.
You and the other haters (based on most comments don’t really “get it” anyway) should save your hate for the banks, or someone else who fucking deserves it.
now fuck off you ignorant fool.
Great campaign; excellent execution and great use of the moment
Jimmy, I disagree with you. Maybe you could give an insight to what you find outstanding (prizewinning) regarding this topic, or has been made by you?