Invitation to the 2010 Women's Refuge Appeal Week Launch

July 2010
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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

Comments (16)

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velle's picture
1550 Activity Scores

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.