The New Zealand Violence Against Women study found that 26% of women who live in a home with a household income of over $100,000 per year have experienced physical or sexual violence from an intimate partner. As a result of this, not-for-profit organisation ‘It’s Not OK’ implemented an anti-violence awareness campaign across New Zealand.
OBJECTIVE
violence only happens in low income households and highlight
that it can happen in any NZ home, regardless of economic status. The organisation also wanted to encourage Kiwis to speak up and seek help if they are victims of domestic violence or know someone in this position.
METHOD
To spread the word that domestic violence is an issue that can affect anyone, It’s Not OK teamed up with FCB New Zealand and NZ HOME magazine and created an 8-page spread showing “Paradise Hill” – a modern home interior filled with hidden menace. The spread initially presented like any other editorial featuring the flawless interior of a high-income home. Although as pages went on, the more disjointed the house became. Blood stains on walls, a kitchen stool knocked over, a shattered bowl all over the floor and a broken coffee table started appearing.The tarnished furniture was used to represent that domestic violence can happen in high end architectural homes too.
“Everyone knows that family violence
is a serious issue, but most people
presume it’s something that affects
certain families, but in reality, family
violence happens in any New Zealand
home, regardless of socioeconomic
background. That’s why, in our new
issue, Home is working with It’s Not
OK to remind our readers that family
violence can affect any household—
and if it does, there’s something
all of us can do about it.”
Jeremy Hansen, Editor of Home magazine.
RESULTS
Due to the clever campaign’s impactful imagery and NZ HOME
magazine’s audience reach, the print campaign sparked conversation around New Zealand. In just one week, one in four Kiwis discussed the campaign and it’s strong messaging behind the taboo subject.
CONCLUSION
Using print as the foundation of such a serious yet sensitive issue was key to the campaign’s success. Leveraging this media channel’s ability to convey this issue with the delicacy it required, It’s Not OK was able to connect with consumers on a deep emotional level and the campaign hit home for many
