There's light at the end of this campaign

Screen shot 2011-02-15 at 7.05.00 AM.jpgChristchurch Women's Refuge needed a campaign to show how their safe houses are a way out of violence. HooperNagel, Auckland's solution? They created tunnels made out of quotes taken from actual domestic violent cases. Then showed that Christchurch Women's Refuge is the light at the end of this tunnel.

VIEW THE TUNNEL ONE AD
VIEW THE TUNNEL TWO AD
VIEW THE TUNNEL THREE AD

9 Comments

Anonymous said:

Can't wait to see what the finished ads look like.

Plato said:

Is anyone else sick to death of seeing serious charities like this trivialised by superficial award slut crap?

Anonymous said:

why don't they just have a picture of an ambulance at the bottom of the cliff

Anonymous said:

Ow. This was a client left over when we stopped working fulltime on the business that wanted to remain with us. The campaign wasn't done for awards. It was done to gain exposure.

Luke said:

"Slut Crap".
"An ambulance at the bottom of the Cliff"

You sound like the kind of people who don't have a lot of respect for women particularly abused women.
This a campaign that has handled a very sensitive subject in a sensitive way, but still clearly communicates, there is somewhere for women to go when they feel they have no more options.
Esp when they've had enough of people demeaning them in every possible way.

Anonymous said:

Luke, I think you are confusing demeaning women with demeaning an ad. Mr P clearly differentiated between the serious charity and the ad.

Plato said:

6.26 exposure for whom exactly? I don't imagine that this campaign would've enlightened abused women one bit.

Anonymous said:

Plato, I am more than interested to hear your thoughts of why it wouldn't enlighten women at risk and create increased exposure for the charity in the region. Email me if you want on jonathan@hoopernagel.com and let's chat.

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