Women’s Refuge NZ launches the ‘Donate your words’ appeal, via Saatchi & Saatchi New Zealand
Saatchi & Saatchi New Zealand has created ‘Donate Your Words’, a new campaign to raise awareness for the Women’s Refuge Crisis Line.
Thanks to social media, we can now share every detail of our lives one post at a time. Sadly though, there are still women being silenced through violence, intimidation and abuse. Their lifeline is the Women’s Refuge Crisis Line – the focus of this year’s appeal.
Saatchi and Saatchi created a Facebook application that enables New Zealanders to use their words to help a woman needing to speak out. Once installed, Facebook users update their status as 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.
The film created by Jonny Kofoed at Assembly with sound design by Craig Matuschka at Liquid Studios drives to the App and is supported by print, outdoor and radio.
Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Antonio Navas
Creative Group Head – Copywriter: Anne Boothroyd
Head of Art – Art Director: Mike Davison
Head of Content: Jane Oak
Agency Producer: Natasha Gill
Group Account Director: Shelley Winsor
Account Team: Melanie Bowker / Kylie Marsh / Katy Greening
Strategist: Sarah Hodgetts
Executive Digital Producer: Haydn Thomsen
Digital Producer: Nick Pengelly
Lead Digital Developer: Matt Skinner
Digital Designer
Designer: Rob Flynn
Studio: Paul Gibson / Vanessa Seagar
Director of Operations and Production: Heath Davy
Media Planner: Jo Reid / Allyson Clark / Desiree Hales
Production Company: Assembly
Director: Jonny Kofoed
Producer: Amanda Chambers
Sound Design: Craig Matuschka / Liquid Studios
Sound Producer: Eve Cheesmur / Liquid Studios
Client: Heather Henare / Lesley Picking / Sue Lytollis
19 Comments
Donate your words. Oh yes, and your money.
Fancy dress.
…. And it raised $1590.00. I raised more than that as an independent volunteer .
I’d say 10 or even more of the people credited earn more than that in a week. They could have at least donated something.
Advertising for the sake of it. With no meaningful effectiveness whatsoever… SHITVERTISING. Yep, this sounds like it.
Someone needs a slap
Every time Facebook even hints at charging for something on FB, the screams can be heard on the moon. Given that, it may be that proposing people pay to post on FB is just not a good idea.
I actually love it.
Sure not much $ via Facebook but who knows how much extra was raised during the appeal…
I like it.
I’m sure as per most of the time and prod was not charged fully.
There are sure a lot wankers on this site
My definition of advertising wanker is somebody who places all credence on creativity, ignoring effectiveness or ROI.
Emotionally, this is a highly charged topic. But black and white type and an audio track just doesn’t cut it.
It’s a fail on an emotional level.
And a fail on an effectiveness level as well.
But hey, the agency has a social media case study and award entry out of it.
Wankers…
Some of the best animated type I’ve seen. Awesome sound design. A fail on an emotional level? I completely disagree Mr. Not OK. Nice work.
Well okay so something interesting via Facebook albeit badly thought out and executed. So the creatives at Colenso can take note and mull over and find a way to execute way more effectively… Guess the idea is not wasted after all. I look forward to it Colenso!
‘Best animated type?’ ‘Awesome sound design?’ This is how award juries talk, but the general public don’t give a fig.
The golden rule of charity appeals is if you pull on the heartstrings, you’ll loosen the purse strings.
The result would suggest neither occurred.
But thanks for illustrating my point, Dave.
the problem is that this charity just picks up pieces – doesn’t stop women getting bashed – maybe even encourages it -‘she’ll be ok if bash here ‘cos she can go to women’s refuge – that place with the wanly bullshit ads’
Not Ok, What have you done lately to help someone or a charity?
Not much i’d say.
Please correct me by posting links to your highly successful charity campaign or just a link to some good work you have done. Good luck on that front I think.
slap I completely agree. I gave up supporting (and volunteering) for this charity a while back because I was so disheartened by their lack of effectiveness. To make real change, you need to prevent these (mostly) men from growing up in environments that turn them into the abusers – and work with the men to help them change their behaviour. That’s a completely different challenge. The refuge has its place but it’s never going to solve the bigger issue, it’s a short term band aid.
Hey OK
Red Cross. RSPCA. Victims Support. UNICEF. PLAN International. The Eye Foundation(Aus) I could go on…
…but I’d be more interested in you debating my point than your reckless attempt to disparage me.
How do you know I’m not a Gold AXIS winner, a Gold lion winner, a ONE Show gold winner?
You don’t…
…so unless you have something to say that’s more relevant and less childish, we’ll both get back to our daily tasks.
Good luck with that chip on your shoulder.
Hey Not Ok,
Because if you indeed picked up gongs in the aforementioned categories, you would not use so many ellipses.
And you’d know that it’s not Victims Support, it’s Victim Support. Unless of course you are an Art Director. Everyone knows they can’t spell. Or read.
You guys need to get a room!
at least there’s some kind of focus on donating – not just meaningless shite with pretty type as a certain ECD does so… often.
but the thing that stands out to me is how empty the lines and observations are…
he’ll bash me.
i’m scared.
it’s like the writer is thinking about the actual issue like something to be attached to their social media idea – it’s all about what the type does and nothing about what it actually says.
with so many genuinely insightful / human / believable angles on offer, it just feels a bit simplistic and false.
nice type though… on the print.