Refuge - "#givethemrefuge"

BBH

BBH London, Großbritannien

Awards

12255

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Refuge
Länder: Großbritannien

Werbende: Refuge

Titel	#givethemrefuge
Agentur	BBH
Kampagne	#givethemrefuge
Werbende	Refuge
Marke	Refuge
Datum der ersten Ausstrahlung/Veröffentlichung	2015
Geschäftsbereich	Karitative, Ehrenamtliche Organisationen
Philosophie	#givethemrefuge launched on Christmas Eve with a powerful short film encouraging viewers to share and donate to support Refuge’s specialist services, which are currently under threat from funding cuts. Directed by Sing J Lee at Partizan, the film was tightly targeted to the Facebook feeds of 2.1M parents of children under 12 who use Facebook in the UK. Appearing similar to many of the happy scenes that fill Facebook over the Christmas period, the film shows a child being filmed by her older sister whilst happily unwrapping gifts under the tree. However, in the background, an unsettling argument unfolds between the children’s mother and father.
Problem	Whilst the film is fictional, it is very much based on what is a daily reality for the 750,000 children living with domestic violence in the UK every year. Domestic violence is at epidemic levels in the UK. 1 in 4 UK women will experience domestic violence at some point in their lives and 2 women per week will be killed by a partner or ex-partner in England and Wales. The lesser known and equally shocking fact is that 3/4 million children witness and experience abuse each year. Sandra Horley, CBE, chief executive of Refuge says: “Women and children experience domestic violence all year round – and for many 25 December was like any other day, filled with fear and uncertainty. Refuge supports over 3,300 women and children every day – women and children just like those in the video. On any given day two thirds of our residents are children. For those who escape and come to one of our refuges we offer so much more than a roof over a woman and her children’s head; we offer vital support that gives women and children the building blocks to start a new life. We are delighted with the results of the #givethemrefuge campaign – thank you to everyone who shared the footage and donated to support Refuge’s vital services.”
Ergebnis	Early results indicate that the campaign has already had a big impact. Traffic to www.refuge.org.uk from Facebook increased by over 1,000% during the campaign period. Charitable donations to Refuge increased by 89% whilst the number of people making donations has almost doubled. The film has been viewed more than 1.5M times and shared over 200,000 times.
Medientyp	Internet-Film
Länge	71 seconds
Mehr Informationen	www.refuge.org.uk
Post-Produktion	Electric Theatre Collective
Creative Teammitglied	Sam Sword
Creative Teammitglied	Harry Osbourne
Creative Director	Jack Smedley
Creative Director	George Hackforth-Jones
Executive Creative Director	Caroline Pay
Strategist	Samantha Choo
Strategy Director	Sarah Booth
Strategy Director	Kirsty Saddler
Strategic Business Lead	Carly Herman
Kundenbetreuer	Lauren Thacker
Kundenbetreuer	Stephanie Elliott
Produzent	James Southward
Regisseur	Sing J Lee
Produzent	Ella More O'Ferrall
Producer Manager	Emma Stone
Direktor Fotografie	Tim Sidell
Cutter	Matt Dollings
Ton	Steve Lane
Produktionsfirma	Partizan London