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Moogy’s story sheds light on children’s experiences of domestic violence

Ōtautahi-based creative agency TwoScoops’ new campaign uses fictional character Moogy as a symbol for the challenges faced by children who experience domestic violence.

The campaign, Make Moogy Smile, was created for Home & Family, a charity that supports the wellbeing of children, youth and families.

Through Moogy’s story, the campaign sheds a light on the profound effects of domestic violence and trauma on children’s well-being, emphasising the importance and right children have to an imagination and a sense of innocence and joy.

“The incredible work the team have bene doing for over 130 years for children across Waitaha Canterbury has been unsung for too long,” says Caroline Polson, Client Services Director at TwoScoops Creative.

“We know people want to help, but don’t know where to start. So, this campaign is all about opening up the conversation and showing people how they can make a tangible difference to children living in violent situations.”

At the heart of Home and Family’s mission is the belief that children should not be defined by their circumstances but empowered to transcend them.

Through counselling, advocacy, and community support, Home & Family plays a pivotal role in empowering young people and their whānau to take control of their own narrative and rewrite their stories with hope and resilience.

“By standing with us, you become an essential part of the narrative that champions the protection of childhoods,” added Sue Martin “Moogy is impossible to ignore with his sad face and through him we want to show people how they can support Home & Family to provide a home free of violence.”

The campaign is running on OOH and digital channels, as well as through Home & Family events and fundraising initiatives.

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