These are the brilliant Saatchi & Saatchi television commercials that are key to our annual awareness campaigns.
Thanks for Donating Your Words during our 2012 Annual Appeal! Every year our collectors get out in the streets to collect much needed funds to keep our refuges running. As usual there were television commercials, billboards and magazine advertisements encouraging New Zealanders to support us on collection day.
But this year, there was something completely new and different. During the month of July more than 55,400 Facebook users saw Women’s Refuge content on their pages as we promoted our
‘Donate Your Words’ App.
This was the first time we have been aware that a Facebook App was used in this way, and we are thrilled at the response to this campaign as it has introduced a young fresh audience to our important work. These Facebook users who were ‘liking’, ‘sharing’ and commenting on our posts were predominantly young and female, and undoubtedly in amongst them will be donors and refuge workers of the future!
The television commercial was also extremely effective in increasing awareness for Women’s Refuge with many people commenting how much it really made an impression on them upon viewing, with many describing it as ‘intense’.
Once again our generous friends at Saatchi and Saatchi made it all happen for us. They took our tiny budget and created an amazing campaign that gave us hundreds of thousands of dollars of exposure. They even had our TV commercial played twice during the last ever episode of Desperate Housewives
– and those two spots were worth more than $30, 000!
All this exposure not only encouraged people to put money in the bucket on appeal day, but it also helped raise awareness that anyone can call our 0800 number for advice and/or support.
We would like to extend our grateful thanks to everyone in the Women’s Refuge network who made this happen. We could not have achieved this result without our amazing refuge staff, volunteers, and all the businesses who donated their time, skills and products.
Be intrigued by our 2011 Annual appeal. If you visit www.trademe.co.nz/refuge be tempted to bid on an opportunity to have Anika Moa sing at your wedding or to experience a coaching session with Ruben Wiki? This year Women’s Refuge has deliberately moved from its usual week long television advertising campaign to a month long social media campaign. We want to raise awareness of our work and our need for your help to keep us at the front line of keeping women and children safe. Our ‘auction like no other’ created by Saatchi and Saatchi will, we hope create lots of cyber talk, facebook likes and twitter followers and inspire people to bid on celebrity auctions or donate to our one big annual appeal.
Intriguing messages such as ‘you stupid cow’ and ‘216 wounds’ will lead people to the Trade Me auction site which has partnered Women's Refuge for the appeal. There are more than 20 special celebrity auctions providing unique opportunities for alert bidders. On this site you can read stories about how domestic violence affects women and their families. You can read the stories of women who have escaped and survived their abuse and stories directly from the parents of Sophie Elliot and Helen Meads who were killed by their violent partners. Visitors can donate $25 directly to Women’s Refuge from the Trade Me site, or contribute directly to our donation page.
You can help our campaign without even contributing a cent. If you can ‘like’ www.facebook.com/womensrefugenz or twitter on www.twitter.com/womensrefugenz then you can share this opportunity with your friends and family. We really hope to raise that 40% of our funding not covered by government and invite you to join us in this journey.
The theme of the 2010 campaign was Living in fear isn’t living, focussing on the impact of psychological/emotional abuse on women and children. Women in abusive relationships are constantly on edge, even when they undertake mundane tasks. The television commercial shows the challenge of living in the constant tension of an abusive situation.The campaign poster illustrates a life in which you cannot get away from your abuser, no matter where you are.
In our online game Living in Fear, a player has five minutes to find all the things in the house that would upset a partner returning from work, such as no beer in the fridge or the washing not put away. The aim is to show the intense pressure and anxiety a woman can feel when waiting for her abuser to come home.
We focused on helping women in violent homes to see a way out in 2009. The television commercial highlights the hidden nature of domestic violence: the fact that domestic violence is rarely seen, but exists in many homes around New Zealand.
In 2008, we wanted to show that domestic violence is not a women’s issue, but a human rights issue.
The 2007 campaign focussed on women turning the story around: highlighting that Women’s Refuge is an important part of helping women make the positive changes that can lead to a safe and happy life.
Day after Day
Words that hurt
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