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
to get the message across.


Saatchi & Saatchi

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

Producer: Natasha Gill

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

Sarah Hodgetts

Digital Producer: Haydn Thomsen

Producer: Nick Pengelly 

Digital Developer: Matt Skinner


Rob Flynn

Paul Gibson / Vanessa Seagar

Director of
Operations and Production: Heath Davy

Planner: Jo Reid / Allyson Clark / Desiree Hales

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