Submitted by: Jess Taylor 08/01/2017
This print campaign, created to highlight domestic abuse in New Zealand, aiming to create huge levels of awareness for the cause. The need for the campaign came from a study that showed that a quarter of women from all high-income homes in New Zealand were domestically abused. So, to combat the lack of awareness, FCB New Zealand partnered with upmarket interiors magazine HOME to create an eight-page feature in one of its issues that showcased a perfect new home with the seemingly regular family that lived there. The feature ran as normal but with a few disturbing signs that violence was occurring – a smashed vase, a small blood smear, an upturned chair. Only on the final page was the truth revealed, that violence can happen in any home, even homes like this. The response was phenomenal - with 12% of readers either seeking help or offering it as a direct result.