Confront high-income communities, (and in doing so, New Zealand) with the disturbing reality that violence is occurring even where we least expect it.

Within the magazine, we created an article showcasing a new architecturally designed home in an upmarket Auckland suburb, along with the seemingly regular family who lived there.

Featured on the cover and contents, the story ran as eight consecutive pages, which looked and read just like regular content. Almost.

In the words and pictures we placed disturbing tell-tale signs that violence was occurring. Some of these were subtle only giving themselves away on a second read. Others were more obvious. Only on the final page did we reveal the truth –violence can happen in any home, even homes like this.

Also available on the magazine’s website (along with the regular articles), and on their Facebook page, we encouraged sharing and commenting on the article to increase its reach.

HOME Magazine readership: 110,000. However, the campaign reached well beyond this as our target shared the article through social media and PR.

Starting from a reader base of 107,000, the campaign reached ¼ of the whole New Zealand population (over 10X the magazine’s readership).

Over 12% of readers either sought help or offered it as a direct result of the campaign – Bauer Research.

Visits to the family violence site increased 15%.

The campaign was covered by both of New Zealand’s news channels, received 280,000 Facebook engagements and over 1000 Twitter shares.

The magazine was the most talked about edition in the publication’s 79-year history and has been celebrated as a much-needed first step by both the NZ Police and Ministry of Social Development.