DDB New Zealand
Pet Refuge NZ
Lean On Me
Insight and Idea
New Zealand’s newest charity, Pet Refuge New Zealand, is building the country’s first shelter dedicated to housing pets affected by family violence. Pet Refuge will provide a temporary safe haven for pets while their owners escape abuse. The initiative comes as new research from Women’s Refuge reveals harrowing stories of animal abuse. The charity surveyed women whose partners had abused or threatened their pets. 23% said their partner had killed an animal. 53% said they delayed leaving the relationship out of fear for an animal’s safety.
Hearing of this issue, DDB New Zealand threw their support behind the cause, developing a large-scale integrated launch campaign to get Kiwis onboard. The campaign launched in May 2019 with a hero film and a New Zealand Herald front-page exclusive, and rolled out across the week with a comprehensive NZME media partnership, TVCs, social and influencer activity, and public relations.
The four-week launch campaign had a target of raising $250,000, which was surpassed inside the first seven days.
Broadcast and online film