Back in 2019, the agency launched its first integrated campaign with Pet Refuge New Zealand a new charity that was founded in response to research by Women’s Refuge which revealed more than half of domestic abuse survivors delayed leaving their abuser out of fear for an animal’s safety.
DDB Aotearoa's large-scale campaign helped the new charity raise enough money more than $300,000 to build a shelter that would serve as a safe place for pets while their owners escaped.
With the shelter finally up and running, this latest campaign aims to raise awareness of the challenges faced by domestic abuse victims, particularly those with pets. For many of these victims, leaving their pet with their abuser simply isn’t an option and they often have nowhere to go.
The film tells the story of a woman who has finally worked up the courage to leave her abusive partner, taking her dog and cat along with her.
Through a moving portrayal of one woman’s struggle to find a safe place to stay with her pets, the campaign demonstrates how Pet Refuge can help to remove some of those barriers so victims can get their family to safety. It asks Kiwis to give a pet a safe place to stay by donating to Pet Refuge’s Safe Beds for Pets programme