Domestic Violence NSW launches a range of Valentine’s Day cards via JOY Agency
This Valentine’s Day, Domestic Violence NSW, together with Joy Agency, will be releasing a series of five Valentine’s Day cards featuring quotes beautifully illustrated by some of the country’s top female typographers.
On the surface, the cards feature cheesy metaphors used to describe love, but on the back of the card, an alarming statistic is revealed.
For 1 in 3 Australian women, the quote on the card isn’t a metaphor. They experience physical violence at the hands of somebody they know.
The cards are intended to raise awareness of this alarming statistic, and in the process, raise money for programs offered by Domestic Violence NSW to help end violence against women.
In an inspiring show of support for the cause, all involved have generously donated their time and resources.
Renowned Melbourne letterpress studio, Saint Gertrude printed the cards on Wild 300gsm paper provide by KW
Dogget with artwork created by Melbourne based artists.
Carla Hackett – I love you so much it hurts
Eliza Skivulis – You take my breath away
Kate Pullen – I ache for you
Magdalena Ksiezak – You knock me off my feet
It’s easy for anyone to join in and show the women of Australia true love. Spread the world using 
#CardsAgainstDomesticViolence
Or buy a card this Valentine’s Day, they’re available from selected Magnation stores, Paper2 and online at saintgertrude.com.au.
18 Comments
http://www.campaignbrief.com/nz/2012/02/womens-refuge-valentines-day-c.html
Nice work guys. Clever idea.
Nice work guys. Clever idea.
Cool idea, nice work.
Very vaguely, and this is much better.
So very very nothing and will do absolutely nothing.
“you trivialise the problem”
or perhaps
“I’m only doing this is pretend to be clever”
This is all kinds of wrong
That was a complete waste of Wild 300gsm.
All for Cannes Lions no doubt. Useless in the real world – wonderful idea in a judges world. Lets hope a client didnt actually pay for it.
I’m sorry but just who would buy these cards and give them to their partner?
If the man bought it the woman would be creeped / freaked the hell out (what the hell is he trying to tell me?)
And if the woman bought it the man would be thinking ‘what the fuck is she insinuating? Am I a monster?’
If a friend bought it for a friend you’d be thinking ‘what the fuck do they think my relationship is like?’
It’s ‘clever’ but completely impractical and won’t raise awareness (we are very aware one in three women experience DV) nor will it raise funds.
It may raise a few eyebrows if it picks up, unless it’s for craft the idea is really faulty.
Scam
Thanks so much for your support and kind words. It’s definitely helping to lift our business out of it’s current state of affairs. Taking care the way you do to keep those who are trying to give it ago, down!? What would we do? if it wasn’t for you champions of what is right and wrong policing us all. I love this industry and all you wanna be’s!!??
Happy Valentines Day.
This is obviously created by some award happy teenagers. It totally trivialises the issue and fails to land the point. Perhaps this flotsam will pick up and Cannes… who can say? There’s enough award happy teenagers there who have no idea about the real world or what a great idea looks like..
An interesting idea, nice type, just needs the loop closed. How can they be used to be effective?
Do JOY do any real work on real clients? Or is it just Award bait for pro bono projects?
While all you haters were buying roses and sucking dick on Valentine’s day some people were talking about domestic violence and raising awareness about an issue that too often gets swept under the rug until Nov 25 rolls around. Sure it wont solve the problem but at least it gets people thinking/talking. So to all the miserable bastards who don’t know how to write constructive criticism how about you get those shitty chocolates you bought for Valentines and shove them up your arse.
Clearly a few very angry employees who worked on the cards posting here… We get that you put a lot of effort into this, but it doesn’t look good for anyone when you have a public flip on CB about it.
Look, take the criticism with a grain of salt. DV is an important topic, and this might work in an interesting way as a guerilla stunt in newsagents. But as a product for people to buy a give their loved ones is probably not the best way to use them. No real person will do this. Think about it. Hard. Also the tone of the pun headlines are a bit off. It’s half there, but not yet.
Don’t get angry when people point this out. Get better.
Sara
who ever the hell you are (You are the writer of the cards, no?), you just made my day.
Very funny indeed. Nailed it.