Home magazine is a very stylish architecture and interior design magazine in New Zealand. In its June/July issue, however, the magazine featured a powerful campaign regarding family violence in the country.
At first sight the ad looked just like an usual multi-page profile on an elegant designer home. But while the readers were browsing the pages, shocking details were revealed one by one: blood stains on a stairwell, an up-turned chair, ceramic pieces lying shattered on the floor and a smashed table.
Only the final page shed the light on the real purpose of the editorial through this message: “Family violence can happen in any home. Last year alone, police made more than 100,000 family violence investigations across the country, in every kind of neighbourhood.”
The ad was realized by FCB New Zealand for domestic violence charity It’s Not OK. It is based on a recent study realized in New Zealand that found that domestic violence affects 1/3 women nationally, and 1/4 of all high income homes. The percentage of abused women who live in high socio-economic households was very surprising because contradicts the general belief that domestic violence usually takes place in low socio-economic households. This is why It’s Not OK decided to communicate in a smart way that violence can happen even where we least expect.
The campaign was a real succes. Not only it received national coverage and celebrity support but also picked up a Silver Award in the Media category at the Spikes Asia Festival in Singapore earlier this month.