Awareness of family violence being a pervasive national problem is growing, but practical solutions to help victims of abuse remain limited. A rarely discussed reality of family violence is that most women who suffer at the hands of their partners end up having to flee their homes, often leaving with nothing but their lives.
To combat this issue and directly help the women affected by it, Myer and The Salvation Army have partnered with Clemenger BBDO Melbourne to create the Give Registry. A collection of essential items that women need most when they’re starting over.
Through the Give Registry, customers are able to choose an essential item from any Myer store to donate to women and their families who have been affected by family violence, with Myer matching each product donation. All items will go to women and children supported by The Salvation Army’s crisis accommodation and women’s refuges.
The Give Registry works in a similar manner to a traditional gift registry, with pre-selected items that customers can choose from. All items have been selected by women who have experienced abuse and understand first-hand the most important items needed when rebuilding their lives.
A campaign to launch the Give Registry began last week across TV, social, out of home, print and digital channels. Films featuring the voices of family violence survivors are helping raise awareness of the initiative and underline the importance of belongings that most take for granted. In the first week over 2,000 items have already been donated and a number of Myer customers have already decided to disband their Wedding Gift Registry in favour of asking their friends and family to donate to the Give Registry instead.
Myer executive general manager – brand and marketing, Michael Scott said the Myer initiative provides practical support to victims of family violence: “Myer is standing up to family violence, an issue we know that our customers and team members feel very passionately about. The Give Registry means that we can work together with our customers to help make a difference in these women’s lives. We’re really proud to launch the Give Registry which provides practical support through the provision of much needed essential items.
“The Team at Clemenger BBDO have created an engaging and powerful idea that we believe will become a cornerstone of Myer’s charitable efforts ongoing.”
Says Elle Bullen, senior creative at Clemenger BBDO: “A Gift Registry is a well-understood staple of any department store, and by twisting its meaning we have created a new way of charitable giving. It took a brave client, one with a history of philanthropy, to believe in an idea and not just create ads, but an entire range.”
Says James McGrath, creative chairman at Clemenger BBDO: “Instead of making a corporate donation to charity like so many organisations do, Myer have created something lasting and meaningful. It’s a brave and unconventional approach that we hope will make a real impact.”
The Give Registry is an ongoing initiative, running year-round in all Myer stores.
Executive General Manager, Brand & Marketing: Michael Scott
GM Marketing Strategy & Communications: Natalie Warren-Smith
Marketing Specialist, Retail Events: Natalie Riley
Community Relations Advisor: Kate Driessen
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Chief Creative Officer: Ant Keogh
Creative Director: Evan Roberts & Stephen De Wolf
Creative team: Elle Bullen & James Orr
Design Director: Jake Turnbull
Group Managing Director: Simon Lamplough
Senior Account Director: Sam McConnell
Operations Director – Myer: Sharon Adams
Executive Producer: Sonia von Bibra
Senior Producer: Karolina Bozajkovska
Production Company: Flare
Flare Producer: Selin Yaman
Director: Angie Bird
DOP: Shelley Farthing-Dawe
Art Director: Ben Bangey
Score: Matt Gurry
Editor: Sam Coates
3D / CGI Production: Cream Studios
Managing Director / Partner: Steve York
Producer: Jennifer Stone