Invitation to the 2010 Women's Refuge Appeal Week Launch

Agency Network: 
July 2010

To help invitees understand what it's like to live in fear of domestic violence, we provoked another fear in them with which they were familiar. Invitees came home to find a key in their front door. This instantly made them afraid that someone they didn't know had access to their home. Attendance at the launch rose by 60% on previous years, and the invitation gained national media coverage.

Direct advertisment created by Saatchi & Saatchi, New Zealand for Women's Refuge, within the category: Public Interest, NGO.

Advertising Agency: Saatchi & Saatchi, Wellington, New Zealand
Creative Directors: Scott Henderson, Tony Haigh
Art Director: Phoebe Smith
Copywriter: Samantha Jukes
Account Services: Claire Dooney, Dawn Marrs

Comments (16)

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Anonymous Author's picture
Anonymous Author
Activity Score 1541

Effective obviously, but I do not condone fear tactics in any situation. Say it with love.

Write a wise saying and your name will live forever – Anonymous.

ERROR404's picture
Activity Score 770


TommyO's picture
Activity Score 1866

I think that in some situations (like this one) it is a good thing to use fear - make your crowd feel like a part of what you're trying do say, with no real threat to them. Once they understand your message, it will be much more effective than when you say it with love.

bknowlden's picture
Activity Score 3647

That's a stupid comment.

bknowlden's picture
Activity Score 3647

I agree with Anonymous, it's a misuse of advertising.

I can just see the headline - "Ad campaign terrifies rape victim in Wellington."

jackmancer2017's picture
Activity Score 6992

Using fear is alright in some cases, like this.

I wonder how they get fitting keys for each lock though.

Dzsoi's picture
Activity Score 8532

And that is why i think this is fake.

sirvan's picture
Activity Score 29860

Invasive. In a bad way.


"I love some things, and don't love some other things."

elyoshiro's picture
Activity Score 546

I like it, i don't be agree whit use fear, but in this case its ok
very nice

thedesignaddict's picture
Activity Score 5403

I think it's visceral, and that's what the message needs to evoke. You might feel violated for a brief moment, but some women live their lives that way in perpetuity. It's a great idea.

silvi's picture
Activity Score 4172

i think this action is invasive, i don´t like it very much

Guest's picture

I think it's a great thought.

Guest's picture

Interesting idea but feel that it's a very long bow to draw it back to domestic violence.
Feels more relevant for neighbourhood watch, safer communities or even the police.

Billoughsby's picture
Activity Score 5144

Don't touch my frigging lock, Skippy. Campaign fail.

That's it.

Guest's picture

The complaints about advertising in the 2010 NZ women's refuge appeal were upheld by the NZ advertising standards authority.

velle's picture
Activity Score 1550

i don't like it very much, but it might work.
dont know until im put on the spot i think.
i think the message is just too important to not take any risks with.