THE OBJECTIVE
Women’s Refuge depends on its Winter Campaign to fund a large part of it’s work helping women and children escape family violence. Each year, a new and upbeat idea is needed to raise vital funds and awareness for a service that sadly too many people need.
THE OUTCOME
Inspired by the spirit of hygge or simple comforts, The Great Night In invited people to do something powerful by doing nothing at all. Staying in for the night would help provide safe shelter for hundreds of women and children who had nowhere else to turn.
A dedicated campaign website let supporters gift $20 and treat themselves to a great night in with a cozy reward, including pizzas, pamper packs and movies. The multi-channel campaign spanned banner ads to TV, organic and paid-for social media, press ads, brochures, posters and PR, with bundles selling out in just two weeks.
Creative Direction : Chris Bleakley
Illustration and Art Direction : Andre (TACO) Caraco
Illustration and Art Direction : Andre (TACO) Caraco
