Women's Refuge

Safe Night Beds

OVERVIEW

When a woman or child escaping family violence arrives at Women’s Refuge, the first thing they need is a bed. So, for the 2024 Women’s Refuge winter fundraising appeal we didn’t just ask for money, we opened a bed shop.

in-depth analysis provided by DOt loves data
campaign outcomes

5,792

bed sales

$292,090

raised

13,104

nights of safety

New Zealand’s most
supportive mattress

‍

For 30 days, Safe Night Beds invited New Zealanders to experience the bedrooms of domestic violence survivors. And asked customers to buy a bed on behalf of a woman and child in need.

No items found.

‍

‍

Each bed display told an inspirational true story. The words were their own, while famous actors lent their voices to bring the stories to life.

No items found.
No items found.
No items found.

Through print, video and online, we played off bed shop clichés to promote the initiative. Props for each display highlighted different services that Women’s Refuge offer those under their care.

‍

L'affare

Embrace The Unknown