Essential items from Myer stores can be donated to women impacted by family violence, to help them in rebuilding their lives.
The campaign, by Clemenger BBDO Melbourne, aims to help find a practical solution for victims of abuse.
The registry works similarly to a traditional gift registry, with pre-selected items that customers can choose from. All items have been chosen by women who have experience abuse and will be donated to women and children supported by The Salvation Army's crisis accommodation and women's refuges.
The campaign to launch the registry will run across TV, social, out of home, print and digital featuring voices of family victims of family violence.
Myer executive general manager, brand and marketing Michael Scott says: "Myer is standing up to family violence, an issue we know that our customers and team members feel very passionately about.
"The Give Registry means that we can work together with our customers to help make a difference in these women’s lives. We’re really proud to launch the Give Registry which provides practical support through the provision of much needed essential items."
In the first week more than 2000 items have already been donated and a number of Myer customers have changed their Wedding Gift Registry in favour of asking friends and family to donate to the Give Registry instead.
Clemenger BBDO creative chairman James McGrath says “Instead of making a corporate donation to charity like so many organisations do, Myer have created something lasting and meaningful. It’s a brave and unconventional approach that we hope will make a real impact.”
Clemenger BBDO senior creative Elle Bullen says “A Gift Registry is a well-understood staple of any department store, and by twisting its meaning we have created a new way of charitable giving. It took a brave client, one with a history of philanthropy, to believe in an idea and not just create ads, but an entire range.”
