| Title | Bruised Fruit |
| Brief | During the pandemic, domestic violence increased by 30% but calls to Interval House Women’s Shelter went down. Why? Because while locked down with their abusers, women had no way to get the crucial information they needed to get help.So we hid lifesaving information in one of the only places these women could get away from their abusers during the pandemic: the grocery store.We created a display filled with bruised apples and placed it in the produce section. On each apple, we added produce stickers with information about abuse and the Interval House Crisis Line. Leveraging something as everyday as the produce sticker allowed us to place this life-saving information somewhere that could be discovered, and held onto, without being detected by abusers.Recognizing that some people had pivoted to ordering groceries online, we also discreetly added bruised apples to grocery delivery orders, mixing them among other produce. |
| Agency |
DonerNorth
|
| Campaign |
Bruised Fruit
|
| Advertiser |
Interval House
|
| Brand |
Interval
|
| Posted | November 2022 |
| Business Sector | Institutional/Public Interest/Non-Profit Org.
|
| Story | During the pandemic, domestic violence increased by 30% but calls to Interval House Women’s Shelter went down. Why? Because while locked down with their abusers, women had no way to get the crucial information they needed to get help.So we hid lifesaving information in one of the only places these women could get away from their abusers during the pandemic: the grocery store.We created a display filled with bruised apples and placed it in the produce section. On each apple, we added produce stickers with information about abuse and the Interval House Crisis Line. Leveraging something as everyday as the produce sticker allowed us to place this life-saving information somewhere that could be discovered, and held onto, without being detected by abusers.Recognizing that some people had pivoted to ordering groceries online, we also discreetly added bruised apples to grocery delivery orders, mixing them among other produce. |
| Problem | Interval House Women’s Shelter is committed to helping victims escape domestic abuse and live free of violence. |
| Media Type |
Case Study
|
| Post Production |
Married to Giants
|
| Chief Creative Officer |
Lance Martin
|
| Executive Creative Director |
Adam Thur
|
| Executive Creative Director |
Rica Eckersley
|
| Associate Creative Director |
Justin Turco
|
| Art Director |
Justin Turco
|
| Associate Creative Director |
Jill Mack
|
| Copywriter |
Jill Mack
|
| SVP |
Jennifer Dark
|
| Integrated Production |
Jennifer Dark
|
| Integrated Producer |
Carolyn Mitchell
|
| Director |
Jon Lajoie
|
| Photographer |
Jon Lajoie
|
| Studio Manager |
William Leung
|
| President |
Catherine Marcolin
|
| Account Director |
Kristine Lafreniere
|
| Account Supervisor |
Zoe Reynolds
|
| Account Supervisor |
Bianca LaPenna
|
| Strategist |
Michael McDonald-Beraskow
|
| Vice President (VP) |
Cherie Raymond
|
| Group Media Director |
Cherie Raymond
|
| Senior Producer |
Jenna Edwards
|
| Offline |
Matthieu Belanger
|
| Editor |
Matthieu Belanger
|
| VFX Company |
Wingman
|