More than words: Saatchi & Saatchi's social media campaign for Women’s Refuge

  • Social Media
  • July 23, 2012
  • Deirdre Robert
More than words: Saatchi & Saatchi's social media campaign for Women’s Refuge

Every year the Women’s Refuge receives 60, 565 calls (about one every nine minutes) from women silenced through violence, intimidation and abuse. But with only 50 to 60 percent of its work funded by government, the organisation relies heavily on public donations and in a bid to bolster those finances, Saatchi & Saatchi has created an innovative Facebook app as part of its Donate Your Words campaign.

Once installed, Facebook users update their status like normal, while at the same time making a donation for each word they are free to speak. Their status is then posted to their timeline, publicly acknowledging the donation. To date, 5071 words have been donated.

Women’s Refuge chief executive Heather Henare says the campaign gives those with no impediment to free speech the ability help others find theirs.

“We still need to shake buckets, but as social media overtakes the way we talk to each other and interact with causes, we loved the idea of reaching out via Facebook.”

The app is being supported by print, outdoor and radio media, as well as this stark and haunting TVC by Jonny Kofoed of Assembly and Craig Matuschka at Liquid Studios.

The team at Saatchi & Saatchi didn't want to comment on the creative behind the campaign, preferring instead to take a step back and let the public talk about the campaign.

This month, BBH London launched a campaign for UK domestic abuse charity, Refuge. Carrying the tagline, 'Don’t cover it up’, it features Lauren Luke, a woman from North-East England who became an internet sensation after posting make-up tutorials on YouTube. The BBH campaign features Luke delivering another YouTube tutorial, this time showing women how to cover up visible signs of abuse using clothing and makeup.

Last year in the US, Vice President Joe Biden launched a campaign against violence against women, choosing to utilise a raft of sporting celebrities to get the message across.


Agency: Saatchi & Saatchi

Executive Creative Director: Antonio Navas
Creative Group Head – Copywriter: Anne Boothroyd
Head of Art - Art Director: Mike Davison

Digital Designer: Alex Waskiewicz
Head of Content: Jane Oak

Agency Producer: Natasha Gill

Group Account Director: Shelley Winsor
Account Team: Melanie Bowker / Kylie Marsh / Katy Greening

Strategist: Sarah Hodgetts

Executive Digital Producer: Haydn Thomsen

Digital Producer: Nick Pengelly 

Lead Digital Developer: Matt Skinner

Digital Designer

Designer: Rob Flynn

Studio: Paul Gibson / Vanessa Seagar

Director of Operations and Production: Heath Davy

Media Planner: Jo Reid / Allyson Clark / Desiree Hales

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold

Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit