Brand: It’s Not OK / Home Magazine
Agency: FCB New Zealand
Charity It’s Not OK Partnered With New Zealand’s Home Magazine
A clever campaign from New Zealand recently set out to raise awareness of domestic violence in wealthier households, by posing as an editorial in a luxury home design magazine.
A study in the country found that one in four women with a household income over $100,000 per year had experienced physical or sexual intimate partner violence, so domestic violence charity It’s Not OK partnered with Home magazine and agency FCB New Zealand to work on a feature about a posh household where all was not as it seemed.
The eight-page spread featured an elegant designer home, found in the wealthy, leafy suburbs. All the photography was done by the magazine’s in-house photographer to fit with the usual theme and feel and the copy was written in collaboration between FCB and Home.
However, within the photos were clues of hidden menace: an up-turned chair, smashed vases, a broken table and a blood smeared banister. The final page contained this message: “Family violence can happen in any home. Last year alone, police made more than 100,000 family violence investigations across the country, in every kind of neighbourhood.”
The feature appeared in Home’s June/July issue and received national coverage, plus celebrity support with stars such as Liam Neeson, the All Blacks and the NZ Government mentioning the issue on social media.
The campaign picked up a Silver Award in the Media category at the Spikes Asia Festival in Singapore earlier this month.