Most New Zealanders associate domestic violence with low income groups. But a study showed that it affects not only one in three women nationally, but one in four of all wealthy households. However, since the violence happens behind closed doors, it remains hidden. To bring it into plain sight, the organization “Family Violence It’s Not OK”, partnered with Home Magazine, the leading interior design magazine, to create a special feature. Pictures of a minimalist designer home betrayed subtle clues that all was not as it seemed. The discreet signs of hidden violence led to a reveal at the end of the article. The smart media strategy sparked a debate in traditional and social media. | |
Title | Paradise Hill |
Agency | FCB New Zealand |
Campaign | Paradise Hill |
Advertiser | Family Violence. It’s Not OK |
Brand | It’s Not OK / HOME Magazine |
Date of First Broadcast/Publication | Subscribers Only |
Business Sector | Subscribers Only |
Story | Subscribers Only |
Media Type | Case Study |
Length | |
Market | Subscribers Only |
Executive Creative Director | J...s ..k Subscribers Only |
Executive Creative Director | R...n G....on Subscribers Only |
Executive Creative Director | T..y C....tt Subscribers Only |
Creative Team | F....ie C....rt Subscribers Only |
Creative Team | M..t Wi....ms Subscribers Only |
Production Company Producer | A...da La.....de Subscribers Only |
Account Director | J..e W....aw Subscribers Only |
Photographer | S...n W...on Subscribers Only |
Retoucher | M....el B...d Subscribers Only |
Designer | M....el B...d Subscribers Only |
Account Manager | Ch.....le Mc....ld Subscribers Only |
Media Manager | N...le Ea....aw Subscribers Only |
Media Director | R...el L....nd Subscribers Only |
Digital Director | K..e G...g Subscribers Only |
Account Director | A...e E..e Subscribers Only |
Advertising Manager | J...my H...en Subscribers Only |