This domestic abuse campaign uses beer to spread its message. As alcohol is a "leading contributor and catalyst of domestic violence," this is a clever and fitting way to raise awareness about the issue.
Advertising agency WhybinTBWA teamed up with 'Safer Homes In NZ Everyday (Shine) to develop thermochromic beer coasters with faces of women and children on them. When a cold bottle or glass of beer is placed on the coaster, the ink used to print the coasters reveal bruises.
Since only 20% of domestic abuse is reported in New Zealand, this campaign helps to encourage people to speak up if they know of an instance and encourage individuals in abusive relationships to seek support from Shine. Although this domestic abuse campaign is very subtly executed, it is presented well and delivers a very strong message.
Key Themes Behind This Trend
- Domestic Abuse Awareness
- This campaign highlights the need for increased awareness and action against domestic abuse.
- Creative Marketing Tactics
- Using thermochromic ink on beer coasters showcases the power of innovative marketing techniques.
- Empowerment Through Support
- The campaign aims to encourage individuals in abusive relationships to seek help and support.
Where This Applies
- Advertising and Marketing
- The campaign demonstrates the potential impact of creative advertising strategies in raising awareness for social issues.
- Social Services
- The initiative highlights the importance of support organizations like Shine that assist individuals affected by domestic abuse.
- Alcohol Industry
- The incorporation of thermochromic beer coasters presents an opportunity for breweries and alcohol brands to promote responsible drinking and social consciousness.
