Escabags launches first national campaign to help victims escape domestic abuse
Having escaped her own domestic violence Stacy Jane is on a mission to provide victims with their first step to freedom by raising awareness of the charity she established, Escabags, in its first national advertising campaign.
Utilising the MotioHealth network, the targeted campaign, developed in partnership with Hawkeye Advertising, promotes Escabags’ Escape Bags, which provides essentials for those fleeing domestic and family abuse, in more than 500 medical practices across the country.
The free tote bags are sewn by a growing force of national volunteers, who then send them to the Escabags warehouse where they are filled with personal hygiene and safety products, resources on how to escape domestic abuse, other comforts and a free Optus sim card following this week’s partnership with the telco.
According to the founder and CEO of Escabags, Stacy Jane, the Escape Bags have provided the tools and support for more than 18000 families and individuals escaping domestic abuse to take their first step to freedom since she launched the charity in February 2020.
Says Jane: “But this is just the tip of the iceberg. We know that there are many more people in our society suffering from physical, mental abuse and or financial abuse, but are unsure about how they can leave it.
“That is why we have decided to activate our message in healthcare settings, where we can reach people when they may be seeking treatment for abuse and letting them know they can get their freedom, by collecting a free Escape Bag with life’s essentials at one of our 2,000 plus stockists across the country, and in some cases, from the medical centre they are sitting in.
The Motio ad serving technology enables the adverts call to action to reflect the fact that the centre they are sitting in have the Escape Bags stocked, and according to Stacy Jane this provides victims “with the encouragement to immediately take their first step to freedom.”
Adds Jane: “While these Escape Bags may seem simple, time and again we hear stories of how they have given people the confidence to get out of their terrible situation.
“For example, an elderly woman, who appeared to be in a happy relationship, visited her bank – which is a stockist – weekly with her husband. One day, after seeing Escape Bags were available and while her husband was away momentarily, she asked for one. With the bag in hand, she boarded the next bus and left her situation behind.”
Since launching the campaign earlier this month, Jane said not only has it built awareness of Escabags among some of the three million Australians reached by Motio health, including those living an abusive environment, but has also enhanced the charities reach among health professionals: “Since the campaign has rolled out, we have had medical centres reach out and offer to be Escabags stockists, as well as others who have offered to be collection points for donations of products we need for our Escape Bags.”
Motio CEO Adam Cadwallader said Escabags was using the MotioHealth network to reach highly engaged audiences in a contextually relevant environment: “Escabags has recognised that people are more inclined to consider their health and wellbeing in the medical environment and will be more open to relevant messages that address that.
“We are thrilled that MotioHealth, the leading platform for delivering targeted, health-focused content and advertising, is helping this fantastic not-for-profit that is doing great work for so many Australians.”
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