Title | UNDERCOVER CROSSWORDS |
Brand | MINISTRY OF SOCIAL DEVELOPMENT/ OFFICE FOR SENIORS |
Product / Service | ELDER ABUSE |
Category | B01. Innovative Use of Print |
Entrant | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Media Placement | FCB NEW ZEALAND Auckland, NEW ZEALAND |
PR | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Production | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Tony Clewett | FCB New Zealand | Chief Creative Officer |
Lennie Galloway | FCB New Zealand | Creative - Copywriter |
Thomas Gledhill | FCB New Zealand | Creative - Art Director |
Jenni Doubleday | FCB New Zealand | Creative Services Director |
Jess Drysdale | FCB New Zealand | Hive Producer |
Mike Braid | FCB New Zealand | Content Director | Editor |
Sean Keaney | FCB New Zealand | General Manager FCB Wellington |
Jade Seaton | FCB New Zealand | Account Manager |
Anne Lipsham | FCB New Zealand | Head of Strategy - Media |
Scarlett Harvey | FCB New Zealand | Account Director - Media |
Rachel Berryman | FCB New Zealand | Digital Account Director - Media |
Joanna James | FCB New Zealand | PR Senior Account Director |
Katie Smith | FCB New Zealand | PR Account Manager |
Shockingly, elder abuse is rampant in New Zealand with 70,000+ cases each year. What’s worse, over 75% of abusers are their own family members. The Office for Seniors, a government watchdog for elder citizens (aged 65+), had just created 0800-EA-NOT-OK; a confidential helpline for these abuse victims. But hardly anyone was calling. Not because they didn’t need help, but because there was little awareness of what elder abuse was. Many elderly in New Zealand believed that unless they were being hit or sexually assaulted, it couldn’t be considered ‘abuse’ – and they couldn’t justify reporting it. On top of that, overt pamphlets advertising the helpline were most likely being thrown out by abusive family members before victims could see them. So, our job was to find a way to educate elderly on what elder abuse is and urge victims to seek help – all without their abusers catching wind.