Women’s Refuge shines a light on kids caught in crisis

Women’s Refuge has a launched a ‘Kids in the Middle’ campaign to raise funds for a new initiative aimed at helping kids affected by domestic violence.

The 45-second video, via Doublefish, Crestani Communications and production house Farmer Clark, shows a terrorised mother leaving her abusive partner with her son. It shows a child advocate reaching out to him in an effort to show the importance of the service, which Women’s Refuge hopes to see in every refuge in the country.

In order to achieve that goal, The Project presenter Kanoa Lloyd makes an appearance as the voiceover and on-screen at the end of the piece to encourage viewers to donate at kidsinthemiddle.org.nz. Lloyd’s inclusion marks the Mediaworks Foundation’s support to the cause.

There are also 15- and 30-second versions, which will run for the next month.

It’s not the first time Doublefish, Crestani Communications have worked with the charity, as they were also responsible for the stirring Jake the Muss campaign last year.

It saw Temuera Morrison take to the screen and reflect on his experience playing Jake the Muss, a wife-beating character who will be with him for life.


Creative: Ken Double. John Fisher, Anton Hart, Doublefish
Agency: Tara Merriman, Crestani Communications
Production: Alison Farmer, Simon Clark, Farmer Clark Productions
Sound: Mike Westgate
Editor: Philipe Lods
Grade: Pete Richie

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