Saatchi’s Wellington campaign for Women’s Refuge highlights fear of domestic abuse

Saatchi & Saatchi, Wellington has launched another chilling campaign for Women’s Refuge which highlights the realities for women living in fear of psychological or physical violence in the home.

The campaign, which includes a TV commercial, print and Adshel executions, and a clever on-line viral game, focuses on the one thing that all forms of domestic abuse have in common – the climate of fear that an abusive partner creates.

“Fear is something that all New Zealanders can relate to. We may not have experienced the reality of abuse, but we can start to imagine what it must be like to live constantly in fear’s shadow,” says associate creative director Scott Henderson, who was responsible for the campaign.

VIEW PDF OF THE PRINT CAMPAIGN:

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VIEW THE TV COMMERCIAL

VIEW THE WEBSITE

“People recognise physical abuse because there is something to see.Psychological abuse is far more sinister and far more prevalent.  Weknow that 90% of the women we work with are dealing with psychologicalabuse.  Physical abuse destroys the body, psychological abuse destroysthe soul,” says Women’s Refuge chief executive, Heather Henare.  

Henderson says that psychological abuse can be devastating: “Exercisingfinancial control over a partner and holding their every action toaccount can destroy a person’s confidence. And a constant undercurrentof potential violence can be so damaging that actual violence, when itfinally comes, can almost come as a relief,” he says.

“We’re hopeful these commercials will get some New Zealanders torecognise that situations they may not have seen as abusive, are infact harmful, and unacceptable,” says Livia Esterhazy, Saatchi &Saatchi Wellington general manager.

Saatchi & Saatchi has supported Women’s Refuge as a pro bono clientfor ten years, winning many awards for creativity and effectivenesssince 2001. Last year’s campaign delivered a significant 75% increasein donations to Women’s Refuge.

“Helping women and their families live free from fear is something thatall of us at Saatchi & Saatchi are proud to support. But the thingwe are most proud of is the flow of donations that result from thecampaigns, which allow Women’s Refuges to help thousands of New Zealandwomen and children each year,” Esterhazy says.

Esterhazy thanked a large number of suppliers who gave their time and talent to assist with this year’s campaign.

Agency: Saatchi & Saatchi, New Zealand