There have been a few charity auctions in recent times as various groups try to help out our beleaguered compatriots in Christchurch. But Saatchi & Saatchi has added a point of difference—and some heavy emotional resonance—to the typical charity auction for its 2011 Women’s Refuge campaign by using Trade Me as a portal both to tell the harrowing stories of those affected by domestic violence and to increase donations.
The integrated campaign, which incorporates digital, radio, print and Adshel executions and was done at a discounted rate by the various creative suppliers, certainly isn’t your traditional TV-led awareness campaign (check out this vid for an explanation of the thinking behind it) and it centres around An Auction Like No Other on Trade Me. The campaign is fronted by victims and families of domestic violence, with Sophie Elliott’s mother Lesley, David White, the father of Helen Meads, and Angelique, who was beaten whenever she failed to bring home a receipt for her purchases, all filmed beautifully by up and coming Thick as Thieves director Zoe McIntosh.
Each subject has provided a personal item that close to their or their victim’s heart for auction and while the ‘symbolic’ items are not for sale, they act as a donation portal for Trade Me users, with donors who ‘bid’ automatically making a $25 donation and receiving a personalised thank you for pledging their support.
“We are eager to give a voice to those affected by domestic violence,” says Livia Esterhazy, Saatchi & Saatchi Wellington general manager. “Trade Me is accessible and popular with so many Kiwis; it is an ideal tool to spread the word about the incredible support and service Women’s Refuge offers.”
There is also a more traditional charity auction running on Trade Me to raise funds and awareness and users can bid on a variety of donated experiences, including a coaching lesson from rugby league great Ruben Wiki, a trip to New York for a one-on-one business mentoring session with Kevin Roberts, Worldwide chief executive of Saatchi & Saatchi, a wedding performance from singer Anika Moa and a walk-on part on Shortland Street, among others.
“Saatchi & Saatchi New Zealand has demonstrated a wonderful commitment to Women’s Refuge over the last decade and we are grateful for their campaigns which have consistently delivered an increase in donations,” says Women’s Refuge Chief Executive, Heather Henare.
Executive creative director: Antonio Navas
Associate creative director: Scott Henderson
Copywriter: Phil Hickes
Producer: Anna Kennedy
Group account director: Dawn Marrs
Account executive: Katy Greening
Film co: Thick As Thieves
Director: Zoe McIntosh
Producer: Nik Beachman