2022 Winner
GoldBest New Insight
GoldBest in Out-of-Home/Ambient/Place-Based Media
GoldBest in Niche Targeting
Interval House
"Bruised Fruit"
DonerNorth
"Bruised Fruit"
DonerNorth
During the pandemic, domestic violence increased by 30%, but calls to Interval House Women’s Shelter went down. Why? Because women weren’t getting the crucial information they needed to reach out and get help.
Abusive relationships can be extremely isolating, and the pandemic only worsened this for women by forcing them to stay trapped at home. With very few reasons to leave the house, they had limited contact with others and fewer opportunities to access help.
If their abuser suspects they’re planning to leave, the violence can escalate. Interval House needed to reach them directly, and when they were alone. It was important that they create a message that couldn’t be intercepted by their abuser. This was a key part of their strategic and creative thinking.
So they hid lifesaving information in one of the only places these women could get away from their abusers during the pandemic: the grocery store.
To get the attention of their target, they created a custom display filled with bruised apples and placed it in the produce section. On each apple, they added custom produce stickers with information about abuse and the phone number for the Interval House Crisis Line.
Recognizing that some people had pivoted to ordering groceries online, they went a step further to ensure these were getting into the right hands and discreetly added bruised apples to grocery delivery orders, mixing them among other produce people had ordered.
Armed with the insight that they were still able to go to the grocery store by themselves, it set out to find the best way to intercept and deliver the information. The organization thought outside the box; rather than buying media in the store, it found a place within the store that would allow the message to blend in seamlessly with its surroundings for everyone besides the target. A place that no abuser would see as a threatening source of escape information.
The unexpected nature of the produce aisle made it the perfect place to hide the message in plain sight. Leveraging something as commonplace as a produce sticker allowed it to place this life-saving information somewhere that could be discovered, and held onto, without being detected by abusers.
The tiny message had a big impact. After the campaign launched, Interval House saw a 17% increase in calls to its Crisis Line and a 90% increase in site visits. Most importantly, it saw a 66% increase in shelter occupancy, which meant it succeeded in helping women get away from their abusers.
Abusive relationships can be extremely isolating, and the pandemic only worsened this for women by forcing them to stay trapped at home. With very few reasons to leave the house, they had limited contact with others and fewer opportunities to access help.
If their abuser suspects they’re planning to leave, the violence can escalate. Interval House needed to reach them directly, and when they were alone. It was important that they create a message that couldn’t be intercepted by their abuser. This was a key part of their strategic and creative thinking.
So they hid lifesaving information in one of the only places these women could get away from their abusers during the pandemic: the grocery store.
To get the attention of their target, they created a custom display filled with bruised apples and placed it in the produce section. On each apple, they added custom produce stickers with information about abuse and the phone number for the Interval House Crisis Line.
Recognizing that some people had pivoted to ordering groceries online, they went a step further to ensure these were getting into the right hands and discreetly added bruised apples to grocery delivery orders, mixing them among other produce people had ordered.
Armed with the insight that they were still able to go to the grocery store by themselves, it set out to find the best way to intercept and deliver the information. The organization thought outside the box; rather than buying media in the store, it found a place within the store that would allow the message to blend in seamlessly with its surroundings for everyone besides the target. A place that no abuser would see as a threatening source of escape information.
The unexpected nature of the produce aisle made it the perfect place to hide the message in plain sight. Leveraging something as commonplace as a produce sticker allowed it to place this life-saving information somewhere that could be discovered, and held onto, without being detected by abusers.
The tiny message had a big impact. After the campaign launched, Interval House saw a 17% increase in calls to its Crisis Line and a 90% increase in site visits. Most importantly, it saw a 66% increase in shelter occupancy, which meant it succeeded in helping women get away from their abusers.
Credits
AGENCY: DonerNorthChief Creative Officer: Lance Martin
Executive Creative Directors: Adam Thur & Rica Eckersley
Associate Creative Director & Art Director: Justin Turco
Associate Creative Director & Copywriter: Jill Mack
Associate Creative Director & Copywriter: Lynn Sparrow
VP, Integrated Production: Jen Dark
Integrated Producer: Carolyn Mitchell
Director & Photographer: Jonathan Lajoie
Studio Manager: William Leung
President: Catherine Marcolin
Group Account Director: Kristine Lafreniere
Account Supervisors: Bianca LaPenna & Zoe Reynolds
Senior Strategist: Michael McDonald-Beraskow
VP, Group Media Director: Cherie Raymond
POST-PRODUCTION: Married To Giants
Senior Producer: Jenna Edwards
Offline & Audio Editor: Matthieu Belanger
POST VISUAL EFFECTS: Wingman VFX
Executive Producer: Sam Simpson
Online Artist: Jonny Ames
PUBLIC RELATIONS: Jumpstart Communications
PRINTING: C.J. Graphics Inc.
CLIENT: Interval House
Executive Co-Director: Lesley Ackrill
Resource Development & Communications Coordinator: Cheyanne Richardson