Invitation to the 2010 Women's Refuge Appeal Week Launch

Agency Network: 
July 2010
Women's Refuge:  Invitation to the 2010 Women's Refuge Appeal Week Launch
Women's Refuge Direct Ad -  Invitation to the 2010 Women's Refuge Appeal Week Launch


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 advertisement 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
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Anonymous Author's picture

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

Anonymous Author
Activity Score 1541

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

ERROR404's picture


Activity Score 770
design akademie berlin, Hochschule für Kommunikation und Design | FH
TommyO's picture

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.

Activity Score 1866
Copywriter |

That's me!

bknowlden's picture

That's a stupid comment.

Activity Score 3647
Art Director |


bknowlden's picture

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

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

Activity Score 3647
Art Director |


jackmancer2017's picture

Using fear is alright in some cases, like this.

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

Dzsoi's picture

And that is why i think this is fake.

Activity Score 8611
sirvan's picture

Invasive. In a bad way.

Activity Score 29860


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

elyoshiro's picture

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

Activity Score 546
Creative Director at Dir. Creativo Digital |

thedesignaddict's picture

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.

Activity Score 5403
Art Director at Freelance
silvi's picture

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

Activity Score 4170
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

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

Activity Score 5154
Art Director |

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

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.

Activity Score 1550
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