MediaWise worked with Timothy Allan from Made Visual to create this campaign on behalf of McAuley Community Services for Women.
The campaign started as a conversation with the terrific team at McAuley, including Kate Wood, Rosie Hoban, Angela Wood and Joce Bignold. We wanted to reach out to our supporters and - we hope - new supporters with an initially comforting message about High Tea and Mother's Day, a popular activity for many families.
This message is then offset by the sobering fact that over 70 women in Australia are killed each year by their current or past partners.
The tea cup picks up on the fact that one of the first things McAuley does when a woman arrives at their crisis accommodation is offer them a cup of tea in order to steady their nerves. It is comforting but the shattered image is a reminder that their lives are broken.
McAuley runs Victoria's only 24/7 crisis accommodation. It also has five refuges, accommodation for women who are either homeless or at risk of homeless and it runs an employment training program for women too. It is a smart outfit which is doing great things with limited government funding.
So when you start celebration plans for Mother's Day perhaps you could add in another 'must do' - and that is to donate to McAuley's programs. It will make a big difference.
