http://www.youtubecom/watch?v=Z7DIgPUsbfM

http://www.livinginfear.co.nz/

SAATCHI & SAATCHI

MEDIA RELEASE Tuesday 27 July 2010

Saatchi & Saatchi campaign highlights fear of domestic abuse

Saatchi & Saatchi has launched another chilling campaign for Women’s Refuge which highlights the realities for women living in fear of psychological or physical violence in the home.

The campaign, which includes a TVC, print and Adshel executions, and a clever on-line viral game, focuses on the one thing that all forms of domestic abuse have in common – the climate of fear that an abusive partner creates.

“Fear is something that all New Zealanders can relate to. We may not have experienced the reality of abuse, but we can start to imagine what it must be like to live constantly in fear’s shadow,” says Associate Creative Director Scott Henderson, who was responsible for the campaign.

“People recognise physical abuse because there is something to see. Psychological abuse is far more sinister and far more prevalent.  We know that 90% of the women we work with are dealing with psychological abuse.  Physical abuse destroys the body, psychological abuse destroys the soul,” says Women’s Refuge Chief Executive Heather Henare.   

Henderson says that psychological abuse can be devastating.

“Exercising financial control over a partner and holding their every action to account can destroy a person’s confidence. And a constant undercurrent of potential violence can be so damaging that actual violence, when it finally comes, can almost come as a relief,” he says.

“We’re hopeful these commercials will get some New Zealanders to recognise that situations they may not have seen as abusive, are in fact harmful, and unacceptable,” says Livia Esterhazy, Saatchi & Saatchi Wellington General Manager.

Saatchi & Saatchi has supported Women’s Refuge as a pro bono client for ten years, winning many awards for creativity and effectiveness since 2001. Last year’s campaign delivered a significant 75% increase in donations to Women’s Refuge.

“Helping women and their families live free from fear is something that all of us at Saatchi & Saatchi are proud to support. But the thing we are most proud of is the flow of donations that result from the campaigns, which allow Women’s Refuges to help thousands of New Zealand women and children each year,” Esterhazy says.

Esterhazy thanked a large number of suppliers who gave their time and talent to assist with this year’s campaign.

ENDS

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