Ad Nut
Aug 17, 2016

Myer sets up 'Give Registry' for victims of abuse starting over

With Clemenger BBDO Melbourne, the retailer makes everyday items into a powerful idea in support of abuse victims.

Since Ad Nut and friends here at Campaign Asia-Pacific ranted a lot about suspiciously hollow "purpose" campaigns during the run-up to awards season (and the aftermath), it's only right to take note when a brand absolutely nails it.

Hence this simple idea of a 'Give Registry', where people can provide a taken-for-granted item that a woman who's escaped from an abusive situation might really need—with the retailer matching the donations.

The items, selected by women who have experienced such situations, go to women and children in The Salvation Army’s crisis accommodation and women’s refuges. 

A campaign promoting the idea is running on TV, social, OOH, print and digital channels.

Ad Nut likes that the campaign connects so directly to items that the company actually sells, and was unexpectedly moved listening to women talk about the importance of humble items such as towels and tea kettles (see below, or here for all the clips). Happily, Ad Nut is not alone: The company reports that in addition to many donations, some customers are directing wedding guests to the Give Registry instead of a gift registry for themselves. 

CREDITS

Client: Myer
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

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