A new way of giving.

Every night in New Zealand, over 200 women and children are too afraid to stay at home because of family violence.

What would happen if, instead of acting like a charity, Women’s Refuge begin to behave more like an accommodation provider – the essential service at the heart of their offering?

Awards

Gold Effie
Most effective use of Integration

Silver Effie
Charity/Not for Profit

Silver Effie
Best Strategic Thinking

Supreme Award
TVNZ-NZ Marketing Awards

Silver Axis
Copywriting – Out of Home

Client
Womens’ Refuge

Year
2020

Role
Videographer
Video Editor
Art Direction

With
Alex Le
Clément Rebouillat
Kristine Gonzalez
Jeremy Hall
The EightyOne team

THE OPPORTUNITY

New donors were stagnating

The team at DOT Loves Data tracked all the Womens’ Refuge donations over the last five years and found that the Women's Refuge database had become stagnant as a result of not attracting new donors from their previous fundraising campaigns. We learned that the givers were becoming fewer, but were still generous.

Fundraising stagnation due to apathy confirmed to us that we needed to be bold and unexpected in order to be noticed again and reach a wider audience.

THE SOLUTION

Gift a Safe Night

So, we set out to be positive and upbeat despite the harrowing message we were delivering.

Our solution was to lean into the accommodation booking process and offer for New Zealanders to book a ‘Safe Night’ anywhere in New Zealand for someone who really needs it, for just $20.

MY ROLE

Produce a Trivago ad for Womens Refuge

For this project I was across Production, and Digital marketing. I was Sound recordist on-set, and lead editor for the Safe Night videos including all cutdowns for social media, e-newsletter etc.

I then worked to prepare the various outputs for Social Media posts, stories and email newsletters. I used Creator Studio to caption, tag, and schedule posts for optimal times. I would then analyse Instagram and Facebook analytics to refine and improve the campaign as we went.