Women's Refuge: Framing the Reality of Domestic Violence

The Women's Refuge in New Zealand needed to encourage new donors and maintain donation levels in spite of a 6% cut in its media budget.

Women's Refuge: Framing the Reality of Domestic Violence

Category: Limited Budget – Less than $150,000Agency: Saatchi & SaatchiClient: Women’s Refuge


Women’s Refuge used a core consumer insight – the invisibility of domestic violence – to demonstrate just how close the issue of domestic violence can be.

The strategy worked, and Women’s Refuge saw their most successful appeal in over five years, and fantastic ROI for every dollar spent – a massive achievement in a tough communications climate.


Women’s Refuge needed to gain cut-through for a mature cause, expand the donor base and...

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