Wellington : Saatchi & Saatchi’s new campaign for Women’s Refuge gives a voice to New Zealand’s often silenced victims of domestic violence. The campaign highlights the stories, memories and experiences of New Zealanders who have been affected by violence in the home.
The integrated campaign, incorporating digital, radio, print and Adshel executions, centres around An Auction Like No Other on Trade Me, fronted by victims and families of domestic violence.
Those speaking out against domestic violence in this year’s campaign will use Trade Me to tell their stories by listing a treasured personal item on the site. The items are not for sale but instead symbolise a donation portal for Trade Me users. Donors will receive a personalised thank you for pledging their support.
Livia Esterhazy, Saatchi & Saatchi Wellington General Manager says, “We are eager to give a voice to those affected by domestic violence. Trade Me is accessible and popular with so many Kiwis – it is an ideal tool to spread the word about the incredible support and service Women’s Refuge offers.”
An Auction Like No Other is also supported by well-known individuals donating their time to help raise funds and awareness for Women’s Refuge. Trade Me users can bid on a variety of experiences, including a coaching lesson from rugby league great Ruben Wiki; a trip to New York for a one-on-one business mentoring session with Kevin Roberts, Worldwide CEO of Saatchi & Saatchi; a wedding performance from singer Anika Moa; and a walk-on part on Shortland Street.
Trade Me will also feature stories, images and videos highlighting how Women’s Refuge has helped New Zealanders from all walks of life overcome the obstacles presented by domestic violence.
Women’s Refuge chief executive, Heather Henare says, “Saatchi & Saatchi New Zealand has demonstrated a wonderful commitment to Women’s Refuge over the last decade and we are grateful for their campaigns which have consistently delivered an increase in donations.”
Esterhazy thanked the many suppliers who gave their time, creativity and talent to assist with the 2011 campaign.