Refuges launches new advertising campaign

Refuges launches new advertising campaign

"Rebuilding Lives" – illustrating 35 years of supporting women and children

 

McCann Erickson London has created a print and outdoor campaign to celebrate the 35th anniversary of Refuge, the domestic violence charity. The print campaign shows a beautiful photograph that has been violently torn up and then carefully pieced back together with the line: "Domestic Violence tears lives apart. For 35 years we’ve been helping to put them back together”. The ad reveals the impact of domestic violence on both a physical and emotional level and demonstrates Refuge’s long established role in rebuilding of lives. Media is handled by Universal McCann.

 

Viacom has donated two thousand bus panels free of charge to Refuge, to the media value of £70,000

The ‘Rebuilding Lives’ campaign is part of Refuge’s vital prevention and education work. 

 

Sandra Horley OBE, Refuge’s Chief Executive said: “The ‘Rebuilding Lives’ campaign will help us reach out to millions of people across the UK.  As well as illustrating the devastating effect of domestic violence, the campaign will help women living with the daily terror of domestic violence to see that Refuge can help them rebuild their lives.”

 

This is the 3rd campaign McCann Erickson have created for Refuge and it marks 35 years since Refuge set up the world’s first safe house for women and children escaping domestic violence in Chiswick in 1971. Since then, Refuge has grown to become the largest provider of emergency accommodation and emotional and practical support to women and children in the country and the leading voice in the campaign to end domestic violence.

 

Rebuilding Lives is supported by Philip Morris International Ltd.

 

Client: Refuge

Project/ Campaign: 35th Birthday print/ bus panels

Client name & job title: Sandra Horley, OBE. Chief Executive of Refuge

Brief: To create a campaign to celebrate 35 years of Refuge

Creative Agency: McCann Erickson London

Writer: Miguel Soares

Art Director: Tim Swan

Planner: Robbie Burton-Sanigar

Media Agency: Universal McCann

Media Planner: Trudi Baker/Eve Samuel-Camps

Designer: Gary Todd

Retoucher: John Martin

Breaking date: 11th December 2000 x bus panels, national press December 06