Women’s Refuge launches campaign to promote ‘The Great Night In’ via EightyOne

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EightyOne recently launched a campaign to promote ‘The Great Night In’ for Women’s Refuge, which raised a total of 14,628 Safe Nights.


What do you do to follow up Safe Night-a-thon, the most successful Women’s Refuge fundraiser ever? Introducing The Great Night In where Women’s Refuge asked New Zealand to stay in for one night, Sunday 17th of July, and do nothing to make a world of difference to hundreds of women and children who need a safe place to stay.

Everyone who took part and donated $20 (1 x Safe Night) also received a gift of their own to make their Great Night In even cosier.

Among the gifts were artisan Whittaker’s chocolates, a six pack of Garage Project Tiny, a care pack from The Warehouse, double pizza vouchers from Hell Pizza, a beanie from AS Colour, food vouchers from Delivereasy, pamper packs from Dermalogica, movies from NEON and a crispy feast from Ceres Organics. While Contact Energy committed to match the first 5,000 donations.

Bundles were available until they ran out. Which of course they did.

Says Women’s Refuge CE Dr Ang Jury: “Women’s Refuge CE Dr Ang Jury is delighted that so many got involved in the Great Night In this July, and wants them to know what their gift really means. “It’s heart-warming that generous kiwis made their Great Night, a Safe Night. It’s a stark reality that some whānau in Aotearoa can’t stay at home and need our services. We hope everyone who thoughtfully selected a bundle knows their donation is going towards Women’s Refuge supporting women and children building lives free from family violence. A huge thank you also to the partners who were behind the Great Night In too.”

Says Chris Bleackley, executive creative director, EightyOne “Great client, great partners and a great result. It’s on nights like this, you realise it’s all worth it.”

The campaign consisted of Sky TV & Warner Bros. Discovery advertising, digital & print media, and PR / social influencer engagement.

Client: Women’s Refuge
Advertising agency: EightyOne
Executive Creative Director: Chris Bleackley
Art Director: Julius Fernie
Account Service: Penelope Hobbs & Ceilidh Hooper
Online editor: Ollie Stent
Media: EightyOne Media
PR: Run Lola Productions
Digital developer: Datastory
Ambassador: Miranda Harcourt