Title | PARADISE HILL |
Brand | MINISTRY OF SOCIAL DEVELOPMENT |
Product / Service | CAMPAIGN FOR ACTION AGAINST FAMILY VIOLENCE |
Category | B01. Education & Awareness (incl. Fundraising and Advocacy) |
Entrant | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Media | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Production | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Matt Williams | FCB New Zealand | Creative/Copywriter |
Freddie Coltart | FCB New Zealand | Creative/Art Director |
James Mok | FCB New Zealand | Regional Executive Creative Director |
Tony Clewett | FCB New Zealand | Executive Creative Director |
Regan Grafton | FCB New Zealand | Executive Creative Director |
This campaign directly targeted and reached a specific, hard to reach market – high-income New Zealanders dealing with and living alongside domestic violence. It then elicited a measurable response from this market. The publication in which the execution lived was also sent direct to subscribers living within these high-income communities – literally to the home, or to the neighbours of the family where the problem was occurring.