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