Women’s Refuge launches pop-up bed shop ‘Safe Night Beds’ in Wellington via EightyOne NZ

To support Women’s Refuge’s annual Winter Appeal, EightyOne has opened a one of a kind, pop-up bed shop: Safe Night Beds.

Taking over an empty retail space in Wellington CBD, EightyOne, Women’s Refuge and StoryBox transformed the Brandon Street site into a powerful activation, showcasing stories of family violence survivors.

From the outside, the shop looks like just another retail outlet with large format signage, window decals and bed shop collateral. Inside, it takes on the feeling of a gallery installation featuring five bedroom set ups, telling the stories of women who’ve escaped family violence.

While experiencing these recreated bedrooms, visitors can listen to stories of resilience, bravery and hope, told by well known New Zealand actors such as Thomasin McKenzie through headsets, placed at the end of each bed.

Last year, 48,438 women and children needed the services of Women’s Refuge, and over the next month the campaign aims to raise as much money as it can. Just $20 can help a woman escape family violence, providing not just a bed, but support, counselling and security.

The campaign is also supported by OOH, digital, PR and social media to further drive nationwide donations. As well as video, playing across online and in cinemas around the country, featuring Miranda Harcourt, the Safe Night ambassador.

The installation is open Monday – Saturday, 12-2pm and 3-6pm at 27 Brandon Street Wellington.

Please join us in ensuring women and children across Aotearoa can sleep safely by visiting Safe Night Beds, sharing the experience and making a donation – either in-store or at safenight.nz. It will literally change lives.

Agency: EightyOne
Media: EightyOneM
Client: Women’s Refuge