Subversive Women's Refuge campaign shows it's what on the inside that counts

  • Advertising
  • February 13, 2012
  • Ben Fahy
Subversive Women's Refuge campaign shows it's what on the inside that counts

Saatchi & Saatchi Auckland released a cheeky Valentine's Day stunt for Tui today that allowed blokes to create DIY roses from an ad in the New Zealand Herald, and, at the exact opposite end of the Valentine's Day advertising spectrum, the Wellington office has launched a subversive campaign for Women's Refuge that hopes to get people thinking about what love means for some women, bring domestic abuse into the open and encourage New Zealanders to take a second glance if they suspect something isn’t right in a relationship.

Among the traditional cards found in retailers around Auckland and Wellington, the agency placed some that looked similar but contained a darker message. Readers are urged to text 2026 to make a $5 text donation and share the animated–and rather chilling—e-cards from the Women’s Refuge website via Facebook and Twitter.

“We designed the campaign to encourage conversations and help those suffering make a change,” says Livia Esterhazy general manager at Saatchi & Saatchi Wellington.

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 percent increase last year in the numbers of women and children using their safe houses.

“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.

The campaign also features web banners and is supported by a radio ad with a twisted Valentine’s Day message of love. WOM_60_0072[3]

  

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