This campaign aimed to raise awareness nationwide. Half of all violent crime in New Zealand is domestic violence. Yet it’s estimated 80% of these abuse cases go unreported.

We needed to reveal the prevalence of this abuse, and the fact that many Kiwi women hide this abuse behind the appearance of a normal, loving relationship.

While an increase in donations was a desired outcome, our main goal was to encourage people to take another look if they suspect something isn’t right in a relationship, and to give them a way to begin a conversation about domestic abuse.

We started from the concept of subverting romantic clichés with darker subtexts. Valentine’s Day provided the perfect opportunity and made the choice of medium obvious: since the date would ensure people were likely to be looking for cards, an ambient element was ideal. We planted the cards in shops the day before Valentine’s Day. We also wanted people to share them online, so e-card versions and web banners were produced, as well as a radio spot.

Donations increased immediately, and on the 14th the amount raised at launch tripled. Website traffic increased 2,500% on Valentine’s Day, with 96% of this attributable to the campaign. Requests for cards came from abroad and from a prison for use as a rehabilitation tool. Public feedback reflected that the campaign achieved its aim: ‘Thank you for facilitating a conversation that has been weighing on me for some time. That campaign really is effective’. Women’s Refuge found it particularly promising that interactions with them have since tripled. They would like to make a Women’s Refuge Valentine’s Day appeal an annual campaign.