AUCKLAND, Today: Eden Terrace-based creative indie Chillbox has launched a new online and billboard campaign for domestic violence service provider Shine.
The campaign, It Isn’t Always Obvious, aims to encourage people to look out for friends, colleagues and family members who may be in a relationship with an intimate partner who controls their movements, finances or ability to go to work.
The videos can be seen on Facebook, YouTube and Instagram by following Shine. Stuff is helping out with a month of free pre-roll space to help spread the word.
Alongside the video campaign, digital LED billboards will light up around Auckland City with Shine ads for a week.
The campaign shows brief text message conversations that appear innocent enough – but are based on real-life situations of domestic abuse.
Shine aims to raise $25,000 to help more women and children get safe and stay safe.
Shine acting GM Sally Ward says it’s important for friends and family members to be aware of the warning signs of abuse in a relationship, and to know what to do next.
“The signs are often very subtle. This campaign is about raising awareness about how abuse at home is not always physical and, even if there are physical elements, they may not be easy to recognise from the outside,” she says.
“The billboard space has been donated by Lumo.”
“We’re asking people to look out for their loved ones. In particular, watch for signs of unequal power or control in a relationship as this may indicate that something is not right.
“If you think someone may be in a situation where their partner is trying to control their movements, activities or work attendance, check in with the person.
“The next step is to call Shine helpline for guidance. That’s what we are here for – we know what to do and how to help.”
The effects of domestic violence have far-reaching consequences outside the home, as Suncorp NZ and Westpac acknowledge by participating in this campaign. Suncorp recently made an additional one-off $100,000 donation to support Shine during the Covid-19 crisis.
Chillbox Creative created and developed the concept for Shine.
Chillbox CD Gabriel Lunte said: “With the recent spike in domestic violence incidents front of mind, we knew there was urgency to develop an approach that would have real cut-through.
“In developing our concepts, we wanted to provide a fresh perspective and encourage New Zealanders to re-evaluate their assumptions about domestic abuse.
“The work Shine does is invaluable, and we consider it a privilege to have played even a small part in their ongoing efforts to eliminate domestic violence in New Zealand.”
The billboard space has been donated by Lumo and came about thanks to Axiom sales manager Debbie Lovelock and Lumo’s direct sales manager Josh McWilliams.
CREDITS
Agency: Chillbox
Creatives: Gabriel Lunte & Carys Newton
Client: Shine – Kiri Carter and Samara Azam
Comms: Wright Communications – Catherine Bright
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