Women’s Refuge New Zealand is running “Donate Your Words”, an integrated advertising campaign designed to raise awareness of women silenced through violence, intimidation and abuse, raising funds for the organisation’s Crisis Line. Television, radio, print and outdoor advertising connects New Zealanders to the Donate Your Words Facebook app, which uses words to help a woman needing to speak out. Once installed, Facebook users update their status as normal, while at the same time making a donation for each word they write. Their status is then posted to their timeline, publicly acknowledging the donation.
Click on the image below to play the Donate Your Words video in YouTube (HD)
The Donate Your Words campaign was developed at Saatchi & Saatchi NZ by executive creative director Antonio Navas, creative group head/copywriter Anne Boothroyd, head of art/art director Mike Davison, head of content Jane Oak, agency producer Natasha Gill, group account director Shelley Winsor, account team Melanie Bowker, Kylie Marsh and Katy Greening, strategist Sarah Hodgetts, executive digital producer Haydn Thomsen, digital producer Nick Pengelly, lead digital developer Matt Skinner, digital designer Rob Flynn, studio team Paul Gibson and Vanessa Seagar, director of operations and production Heath Davy, media planners Jo Reid, Allyson Clark and Desiree Hales, working with Womens Refuge team Heather Henare, Lesley Picking and Sue Lytollis.