Women's Refuge: 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.

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
Published: July 2010


Anonymous Author's picture
Anonymous Author
1541 pencils

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
770 pencils


TommyO's picture
1866 pencils

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
3647 pencils

That's a stupid comment.

bknowlden's picture
3647 pencils

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

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

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Using fear is alright in some cases, like this.

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

Dzsoi's picture
6717 pencils

And that is why i think this is fake.

sirvan's picture
29870 pencils

Invasive. In a bad way.


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

elyoshiro's picture
546 pencils

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


thedesignaddict's picture
5415 pencils

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
4172 pencils

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
5097 pencils

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

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

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
1550 pencils

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.

Log in or register to post comments