DIY - Creating Happy Homes

There are significantly high figures of domestic violence in the Western Bay of Plenty, according to regular TMAPS reports (Tauranga Moana Abuse Prevention Strategy). Tauranga Safe City required communication that spoke to people directly with suggestions of how to change their behaviour and create safer home environments.

WHAT WAS THE MARKETING CHALLENGE?

• To engage families at risk / perpetrators who are already in the process of, or thinking about, change.
• To use positive messaging, imagery and action as a means to promote change from something that is fundamentally negative and destructive.
  
• To invite families to work together to create happier home environments.
  

THE CONSUMER INSIGHT

Many people, especially men, won’t seek help to change their behaviour, even though it could be the best thing for them. They want to help themselves, but don’t know where to start.

We felt this audience needed to hear that they could ‘do it themselves’ with the support of the ‘Family Violence – it’s not ok’ service established by the government (www.areyouok.org.nz/).

THE CREATIVE SOLUTION

Our campaign was all about D.I.Y in terms of messaging style and delivery. We asked families and individuals to take responsibility of their own actions and behaviour to create happy homes, with easy suggestions and a supportive help line number. In terms of imagery we used a cross section of families and individuals, men and women and used positive family shots to encourage happiness, positivity and care; and to evoke memories of happy childhoods.

Bunnings came on board to deliver our message via its mass customer base. We created a two metre tall DIY spinning wheel encouraging positive family activities, such as ‘TV free nights, playing frisbee in the park and reading books together. It’s interactive, it’s interesting, it’s different and it’s appealing. Instore brochures accompanied the wheel with tips and helpline services and a direct mail drop was sent to target areas in the Western Bay of Plenty.

Recipients of the postcards were entitled to free admission to a ‘No Sweat Parenting’ workshop with Pio Terei.

We used direct mail, PR and press ads to promote this campaign. The Weekend Sun and Sun Live ran articles on the campaign and over 11,000 homes in the Western Bay received direct mail outs.