The charity sector is now extremely competitive, so it is increasingly necessary for organisations to come up with more imaginative ways to engage with the public than simply asking for money. With the Give Registry, Clemenger BBDO Melbourne has hit on something brilliant – an idea that is extremely easy to understand and participate in, but which gets right to the heart of the plight faced by many of those fleeing domestic violence.
The scheme echoes a wedding gift registry in that it features various pre-selected items at Myer that can be purchased. These will then be distributed to women and children supported by The Salvation Army’s crisis accommodation and women’s refuges, and Myer will also match each product donation. The circumstances faced by those who will receive them – many of whom may have left home with nothing – is brought home forcefully by the items picked, which alongside towels, kettles and other kitchenware, include children’s underwear and socks.
To help promote the project, Clemenger BBDO Melbourne has created three short ads – sparsely shot, they feature voiceovers from family violence survivors, which very powerfully express what receiving products from the regsitry might mean to someone in need.
The registry has been running in Myer since the beginning of the month and over 2,000 items have already been donated, plus a number of Myer customers have already decided to disband their wedding gift registry in favour of asking their friends and family to donate to the Give Registry instead.
The Give Registry is ongoing, and will run all year round in Myer stores. More info is at myer.com.au/c/give-registry.
Agency: Clemenger BBDO Melbourne
Creative chairman: James McGrath
CCO: Ant Keogh
Creative directors: Evan Roberts, Stephen De Wolf
Creatives: Elle Bullen, James Orr
Design director: Jake Turnbull
Production company: Flare
Director: Angie Bird