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.