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Domestic Violence Awareness Campaign

It’s Not Ok used print to educate consumers

26% of women who live in a home with a household income of over $100,000 per year have experienced physical or sexual violence from an intimate partner. As a result of this, not-for-profit organisation ‘It’s Not OK’ implemented an anti-violence awareness campaign across New Zealand.

 

How they did it

  • It’s Not OK teamed up with FCB New Zealand and NZ HOME magazine and created an 8-page spread showing “Paradise Hill”
  • As pages went on, the more disjointed the house became
  • Blood stains on walls, a kitchen stool knocked over, a shattered bowl all over the floor and a broken coffee table started appearing

 

The results

  • The print campaign sparked conversation around New Zealand
  • In one week, one in four Kiwis discussed the campaign and it’s strong messaging behind the taboo subject

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