Adland tackles lockdown domestic abuse

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AUCKLAND, Today: Domestic violence service provider Shine has launched a new billboard campaign with Lumo in response to an escalation of abuse during lockdown.

“Being trapped in the same house means there are more opportunities for someone to physically abuse their partner and less opportunities for that person to escape,” said Lumo CMO Hamish Smith.

Digital LED billboards will light up nationwide with Shine ads for two weeks. The billboard space has been donated by Lumo.

Hamish Smith: “The campaign was devised and created by a small, collaborative team from Shine and Lumo.

“The work Shine does is integral to the safety of many, and it’s only through outward support that they can continue to help those in need of their services.


“Digital LED billboards will light up nationwide with Shine ads for two weeks. The billboard space has been donated by Lumo.”

“This campaign is, unfortunately, very necessary during our extended lockdown state so at Lumo we encourage people to look at how they can extend their support to help Shine.

“Shine advocates help women, and sometimes men and non-binary people, who are being abused by an intimate partner or someone else close to them, to become safer.

“They help people step by step through the stages of determining their own future, which may include organising a protection order, better home security or relocating to new accommodation, and finding the right help and support for their children.

“The use of coercive control in a relationship may take the form of physical, sexual, emotional, psychological or financial abuse, usually using the forms of abuse that are most likely to keep a particular person trapped in their relationship.”


CREDITS

Client: Kiri Carter, Shine
Creative: Kiri Carter, Shine
Partner: Lumo
CMO: Hamish Smith
Direct Account Manager: Charlie McCubbine


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