Winter campaign highlights stressor faced by parents escaping domestic violence
Mission Australia has launched a new winter advertising campaign to urge the community to support parents and children facing homelessness as a result of domestic violence.
Created with King Content and Customedia, the campaign tells the true story of heavily pregnant Kayla* and her five-year-old daughter Mia* who have no choice but to live in a garage exposed to the elements to escape Kayla’s violent partner. The expecting mother and her daughter moved between friends’ houses every few days but soon ran out of places to stay.
Reaching out to Mission Australia was Kayla’s lifeline. She was connected with a Mission Australia case manager, who linked her with family crisis accommodation, organised nutritious food packages and coordinated appointments with counsellors and women’s health specialists. The case manager also talked with Mia’s school, contacted Centrelink to arrange financial support and helped Kayla apply for priority housing. All this brought stability into their lives for the first time in years and helped Kayla work through the trauma she had endured to feel calm and prepared during the final weeks of her pregnancy.
Mission Australia supported the family when they were at their most vulnerable and helped them to escape the cycle of abuse.
The advertisements offer powerful images of young Mia clinging to her pregnant mother and a quote “I wish we had a home” and a separate feature of the distressed mother and the quote “My baby deserves a safe home”. The advertisements call for viewers to “donate today”.
Mission Australia’s General Manager Marketing, Elvira Lodewick said the campaign depicts the adversities experienced by parents and children escaping domestic violence and the importance of the charitable donation in supporting families in need this Winter.
There are thousands of Australian families and young children who have been stripped of their independence because of domestic violence. As a result of escaping such an unsafe situation, so many are left without a safe place to call home. Our campaign really highlights that domestic violence is a leading reason people fall into homelessness. And, with the vital support of donors, Mission Australia can continue to help families like Kayla’s on their journey to independence during winter and beyond said Ms Lodewick
Launched on 16 April, the campaign includes a direct mail appeal and is set to run on television, outdoor and digital advertisements until 30 June 2017.
Mission Australia is one of Australia’s largest not for profit organisations with over 155 years of practical and proven experience in working with Australians in need. The organisation invests in housing, services and programs to reduce homelessness and strengthen communities, walking beside people and families until they can stand on their own.
*Names changed to protect the identity of the people we help.
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