Yellow Pencil / PR / Creative Use of Media / 2016
Most Kiwis associate family violence with low socio-economic groups. But in reality, it affects everyone, including 1/4 of high-income homes. But no one knew, and couldn’t help. So we partnered with NZ’s leading home magazine and revealed the truth. We created an article showcasing a new designer home in an upmarket suburb. The article looked and read just like regular content but in the copy and pictures, we placed tell-tale signs that all was not ok. The ad sparked national conversation, reaching 1/4 of NZ and resulted in a 15% increase in inquiries at the government website.
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