Traditional advertising was never going to be the answer. Instead, we arrived at a real solution. And without being melodramatic, a solution that could save lives.We created adhesive, faux ‘barcodes’ that carry a helpline number that’s disguised as the bar’s code. Printed in the standard New Zealand barcode shape and form, they can be stuck onto any domestic purchased product and go completely unnoticed. They also cost next to nothing to reproduce enabling us to supply nurses in A&E with rolls of the stickers. After dispensing treatment, nurses can dispense the helpline number to the victim.

“The purpose of our National helpline is to help victims of violence to become safer. It's terribly ironic and awful if a pamphlet or card with information about our helpline becomes the cause of a woman getting assaulted if their partner finds it. These little barcodes are the perfect ‘invisible’ way for victims to have the number safely” (Liz McAneny, Ministry of Social development)“Great idea to put onto an address book. He'd never find it, even though he might go looking in the book to see what she's written there. Absolutely brilliant” (Rachel Smith, Family Violence Hospital Intervention Coordinator).