The brief: 

This digital-only appeal is to highlight the increased risk of family violence that women and children face at Christmas. It’s a time that demand skyrockets for Women & Children First crucial support services, and a time when gifts for donors are critical.  

The concept: Your support is a gift

This evocative, compelling appeal highlights how the festive season isn’t a time of joy for  women and children living with family violence – in fact, it isn’t even safe. 

Across the social channels and eDM, we succinctly told the moving story of Grace and her family, clearly demonstrating to donors how their support is a gift that can have a life-changing impact for a mum and her children trapped in a cycle of violence.

Our work included: 

• eDMs
• Web banners
• Social posts
• Video script
• Complex stock image search for an appropriate family suite