The New Zealand Violence Against Women study found that 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.

Method

• To spread the word that domestic violence is an issue that can affect anyone, It’s Not OK teamed up with FCB New Zealand and NZ HOME magazine and created an 8-page spread showing “Paradise Hill” – a modern home interior filled with hidden menace.
• The spread initially presented like any other editorial featuring the flawless interior of a high-income home. Although 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 tarnished furniture was used to represent that domestic violence can happen in high end architectural homes too.

The results

• Due to the clever campaign’s impactful imagery and NZ HOME magazine’s audience reach, the print campaign sparked conversation around New Zealand. In just one week, one in four Kiwis discussed the campaign and it’s strong messaging behind the taboo subject.

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