13 Aug 10

Campaign Watch, New Zealand

By Rory Cunningham, Planner/Buyer

I spotted an article about a domestic abuse campaign running in New Zealand which I had to share! The campaign itself sought to both highlight the problem of domestic violence and invite people to the launch of a refuge centre.

The keys and fobs were placed in the front door locks of several homes in the New Zealand town where the refuge was to open. The messages on the fob contained both statistics on domestic abuse and a thought provoking message which challenged people to think how they would feel if there was a violent attacker in their home. You could peel back the key fob to reveal an invitation to the launch of a woman's refuge centre. I think the combination of the message and the placement make for a highly impactful media initiative for this important cause.