Mission Australia launches gritty winter campaign which looks at domestic violence and homelessness.
Mission Australia has begun rolling out a winter campaign that highlights the struggles of parents escaping domestic violence.
Created by King Content, it tells the story of heavily pregnant Kayla and her five-year-old daughter who have been forced to live in a garage to escape Kayla's violent partner.
Kayla's life changed when she reached out to Mission Australia and was provided with family crisis accommodation, nutritious food packages and co-ordinated appointments with counsellors and women’s health specialists.
Mission Australia’s general manager of marketing Elvira Lodewick said the campaign depicts the adversities experienced by parents and children escaping domestic violence.
“There are thousands of Australian families and young children who have been stripped of their independence because of domestic violence. As a result of escaping such an unsafe situation, so many are left without a safe place to call home,” says Lodewick.
“Our campaign really highlights that domestic violence is a leading reason people fall into homelessness. And, with the vital support of donors, Mission Australia can continue to help families like Kayla’s on their journey to independence during winter and beyond.”
The campaign includes a direct mail appeal and will run across television, outdoor and online until 30 June.
