It takes a lot of good directorial decisions to deliver the full power of any story. In the case of DDB New Zealand’s story for Pet Refuge New Zealand, that full power was essential.
Pet Refuge New Zealand has entered into the (sadly) crowded world of charities that need donations to exist. It is aiming to build the country’s first shelter dedicated to housing pets affected by family violence.
The good – let’s say, superb – directorial decisions by Goodoil’s Michelle Savill will probably make you cry. The story she has created is clear and it packs a mighty punch.
DDB New Zealand’s four-week launch campaign had a target of raising $250,000. It surpassed this inside the first seven days.
Pet Refuge will provide a temporary safe haven for pets while their owners escape abuse. The initiative comes as new research from Women’s Refuge reveals harrowing stories of animal abuse. The charity surveyed women whose partners had abused or threatened their pets. 23% said their partner had killed an animal. 53% said they delayed leaving the relationship out of fear for an animal’s safety.
Hearing of this issue, DDB New Zealand threw its support behind the cause, developing a large-scale integrated launch campaign to get Kiwis onboard. The hero film launched the campaign on Monday May 20, supported by a New Zealand Herald front page exclusive. During the next week, a comprehensive NZME media partnership, TVCs, social and influencer activity, and public relations were added.
Goodoil Films was a partner in the campaign, joining Franklin Road Music & Sound, Blockhead, Mango Communications, NZME., QMS Media, Val Morgan and Bauer Media.
DDB NZ chief executive officer, Justin Mowday, commented, “The creative team leading this, James and Christie, have dreamed up such a powerful campaign platform which has already connected emotionally with Kiwis on a huge scale.
“The DDB business management team on this have worked through some pretty complex issues and sensitivities which naturally come with a delicate issue like this. Right across our agency group, so many people have touched this campaign and treated it with a care, passion and creativity that has been awesome to see.”
Pet Refuge is the brainchild of Julie Chapman, founder and chief executive officer of children’s charity, KidsCan. She stated, “For many people, pets are family. For victims of domestic violence, they provide real solace. Leaving them behind with an abusive partner just isn’t an option. We hope that if victims know their pets will be well looked after while they escape, it will remove a barrier to them leaving.
“So much world-class thinking, talent and creativity has gone into this campaign and we at Pet Refuge couldn’t be more grateful, she added. “To our agency and media partners – DDB, Goodoil, Franklin Road, Blockhead, Mango Communications, NZME., QMS Media, Val Morgan and Bauer Media – thank you, thank you, thank you. To see this dream become a reality, and to achieve our funding goal just a week into our campaign is incredible.”
Although it has met its funding target, Pet Refuge New Zealand is encouraging those who still wish to donate do so. Additional funding will go towards enabling the charity to start caring for the first vulnerable pets when it opens its doors.
Client: Pet Refuge Charitable Trust
Creative Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Creative Directors: James Connor & Christie Cooper
Producers: Judy Thompson & Sammy Royal
Group Account Director: Crystal Clark
Business Co-ordinator: Georgina Foot
Production Company: Goodoil
Director: Michelle Savill
Executive Producer: Mark Foster
Business Director: George Mackenzie
DOP: Andrew Stroud
Editor: Stu Morley @ The Editors
Post Production: Blockhead VFX
Production Design: Rosie Guthrie
Sound & Music: Franklin Road
Vocalist: Julia Deans
Photographer: Charles Howells (Collective Force)
Communications: Mango Communications
Media Partner: NZME
Additional Media Partners: QMS Media, Val Morgan and Bauer Media