Give Registry tell stories of domestic violence in new Myer campaign by Clemenger
Myer has launched a collection of short films featuring the stories of women who have fled domestic violence as part of its Give Registry campaign, designed to help women get their lives back on track.
The videos follow the launch of Myer’s Give Registry campaign last week, which encourages shoppers to buy ‘essential’ household goods which will be donated to survivors of domestic violence.
The ads, developed by Clemenger BBDO Melbourne, include voiceovers of victims, who talk about why ‘essentials’ like a doona, a cup, or a kettle are important to them when starting a new life.
What a beautiful idea. Really really beautiful. Good on you Myer
And what do Myer give, apart from ads?
That makes me like Myer more. Simple.
As a victim/survivor of abuse, I appreciate the work of the Salvation Army. So much so that I now donate my time and energy to the Salvos stores and can directly see the generosity of people and the services provided by the staff at the Salvos. However, it seems to me that Myer is trying to capitalise on a social issue and turn a tidy profit from it. The time and money spent by Myer to Clemenger/BBDO on production companies and TV commercials and media placement and PR could have been better invested by directly donating it to The Salvation Army. A real philanthropist does not seek self promotion. A real philanthropist is entirely altruistic.
I agree, if Myer were being truly altruistic wouldn’t they match customer donations…at the very least?
That’s exactly what they are doing. Maybe worth highlighting in your article Mumbrella?
From my experience it’s not only women who are victims of abuse. I think it is sexist to think that all Australian women are wallflowers. I have aggravated a situation to the point where it reaches boiling point and violence ensues. In fact, I think it’s what I wanted so I had cause to involve the police in order to seem like a victim and cry for help.
The problem was alcohol. Oddly enough, I noticed that same ad agency that did these television ads also does an awful lot of alcohol advertising.
A powerful subject treated with style and zzzzzzzzzzzzzzzzzzzzzzz….
Boring.
Oh wow now that made me cry. Great idea