The local marcomms industry has come together to help Pet Refuge New Zealand — a charity aiming to build the country’s first shelter dedicated to housing pets affected by family violence — with a campaign that’s raised over $250,000 in its first week.
That support has surpassed the aim of the campaign, which was to raise $250,000 in four weeks.
The campaign, created by DDB, went live last week to shed light on the animal abuse following new research from research from Women’s Refuge. It surveyed women whose partners had abused or threatened their pets. 23 percent said their partner had killed an animal and 53 percent said they delayed leaving the relationship out of fear for an animal’s safety.
Pet Refuge will provide a temporary safe haven for pets while their owners escape abuse.
The campaign rolled out with the support of NZME, with a New Zealand Herald front page exclusive alongside TVCs, social and influencer activity, and public relations.
Goodoil Films, Franklin Road Music & Sound, Blockhead, Mango Communications, QMS Media, Val Morgan and Bauer Media also joined DDB and NZME in partnering with the campaign.
Pet Refuge is the brainchild of Julie Chapman, Founder and CEO of children’s charity KidsCan.
She says for many people, pets are family and for victims of domestic violence, they provide real solace so leaving them behind with an abusive partner just isn’t an option.
“We hope that if victims know their pets will be well looked after while they escape, it will remove a barrier to them leaving.”
She says Pet Refuge couldn’t be more grateful to its agency and media partners.
DDB CEO Justin Mowday says this issue struck a chord with many within the agency and he’s been proud to see how the team have got behind the campaign.
“The creative team leading this, James and Christie, have dreamed up such a powerful campaign platform which has already connected emotionally with Kiwis on a huge scale.”
Although Pet Refuge New Zealand has met its funding target, it’s encouraging those who still wish to donate do so.
Additional funding will go towards enabling the charity to start caring for the first vulnerable pets when it opens its doors. To donate to this important cause, visit http://pldg.me/petrefuge. For more information, visit petrefuge.org.nz.
