FCB NZ recently launched a campaign for It’s Not OK to shine a light on the prevalent issue of family violence in New Zealand. Contrary to popular belief, violence occurs in every sector of society, including high socio-economic households too – a shocking one in four. To tell this story, rather than an ad, FCB created an unexpected article in the pages of the glossy June/July issue of HOME magazine.
The magazine feature presents itself like any other editorial – an architecturally designed home, found in the wealthy, leafy suburbs and owned by a regular looking couple. But all is not as it seems. Within the eight-page spread viewers discover an upturned chair, smashed vases, a broken table and a blood-smeared banister.
The editorial concludes with an important message: “Family violence can happen in any home. Last year alone, police made more than 100,000 family violence investigations across the country, in every kind of neighbourhood.”
The editorial feature was integrated seamlessly into the magazine, with all images shot by HOME’s photographer to fit with the usual theme and feel and written in collaboration between FCB and HOME’s writers.
The result was the most talked about HOME issue in 73 years, with the feature reaching an audience of 1.1 million people – over 10 times the magazine’s circulation. The campaign also gained celebrity support with stars such as Liam Neeson, the All Blacks and the NZ Government talking about the issue on social media.
It has also received critical praise with a Silver Award in the Media category, at the Spikes Asia Festival.
Jeremy Hansen, editor of HOME magazine, said: “We were amazed by the positive response to the piece: multiple emails thanking us for raising the issue, praise for its subtlety and impact, and a stunning online response, with HOME’s own Facebook post about the campaign reaching 41,136 people.
“The response reminded us of the power of a smart multi-media campaign with print as its foundation to inform a wide audience about an important issue. It was enormously satisfying to work with It’s Not OK and FCB to tell more people about their vital work.”
Key findings about family violence show:
- 26% of women who live in a home with a household income over $100,000 per year, have experienced physical or sexual violence from an intimate partner
- One in four women who have completed a university degree or higher (postgraduate degree), have experienced physical or sexual violence from an intimate partner
- For more information on this campaign visit: www.areyouok.org.nz and homemagazine.co.nz/does-something-seem-strange-to-you
CREDITS
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Executive Creative Director: Regan Grafton
Copywriter: Matt Williams
Art Director: Freddie Coltart
Head of Craft: Nick Smith
Designer: Mike Braid
Retoucher: Mike Braid
Group Account Director: Jane Wardlaw
Account Manager: Chanelle McDonald
Head of Content: Pip Mayne
Producer: Sonali De Silva
Film Editors: Jared Yearsley & Grant Nicholson
Photography (Magazine): Simon Wilson
Photography (Film): Mike Braid
Art Buyer: Pip Mayne
Head of Media (Strategy): Rufus Chuter
Media Manager: Nicole Earnshaw
Media Director: Rachel Leyland
Head of Media (PR, Activation & Social): Angela Spain
Brand Experience Director: Ele Quigan
Digital Media Director: Kate Grigg
Home Magazine Editor: Jeremy Hansen
Additional notes
The New Zealand Violence Against Women study found that of those women who lived in a house with a household income over $100,000 per year, 26% had experienced physical or sexual intimate partner violence. Of those women who had completed a university degree or higher (post-graduate degree), 25% had experienced physical or sexual intimate partner violence.
The New Zealand Violence Against Women Study was funded by the Health Research Council. The study was conducted in 2003, in Auckland and the Waikato on a representative sample of New Zealand women. The sample was made up of 2855 women. Only those who had ever been married or lived with a male sexual partner were asked about their experience of intimate partner violence. Janet Fanslow (Associate Professor, University of Auckland) was the principal investigator of the New Zealand Violence Against Women Study.
Intimate partner violence refers to any behaviour within an intimate relationship that causes physical, psychological or sexual harm to those in the relationship. Examples of types of behaviour are listed below:
- Acts of physical violence, such as slapping, hitting, kicking and beating.
- Sexual violence, including forced sexual intercourse and other forms of sexual coercion.
- Emotional (psychological) abuse, such as insults, belittling, constant humiliation, intimidation (e.g. destroying things), threats of harm, threats to take away children.
- Controlling behaviours, including isolating someone from friends and family; monitoring their movements; and restricting access to financial resources, employment, education or medical care.
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