“The purpose of a National helpline is to help victims of violence to become safer. It’s terribly ironic and awful if a pamphlet or card with information about our helpline turns out to be the cause of a woman getting assaulted if their partner finds it. These little barcodes are the perfect ‘invisible’ way for victims to have the number safely” (Liz McAneny, Min. Social Development)“Great idea to put onto an address book. He would never find it, even though he might look in the address book to see what she’s written. Absolutely brilliant” (Rachel Smith, Family Violence Hospital Intervention Coordinator).

The target audience is ‘all victims of domestic violence’. Our strategy hinged on the following: Domestic abuse victims often reject helpline phone numbers in fear their partner will find them. Indeed, there have been reported cases of violence upon discovery of such material. We were briefed by NGO “Preventing Violence in the Home” (New Zealand) to come up with a new delivery method that was ultra-discrete and cost effective.

We created adhesive, faux ‘barcodes’ that carry a helpline number that’s disguised as the bar’s code. Printed in the standard New Zealand barcode shape and form, they can be stuck onto any domestic purchased product and go completely unnoticed. They also cost next to nothing to reproduce enabling us to supply nurses in A&E with rolls of the stickers. After dispensing treatment, nurses can dispense the helpline number to the victim.

Traditional advertising was never going to be the answer. Instead, a real solution was required. And without being melodramatic, this is a solution that could save someone’s life. Because for victims of domestic abuse, a helpline one day might prove to be a lifeline.Fittingly, Health Centres and Hospitals New Zealand-wide have adopted the barcode device, and international governmental and NGO agencies are following suit. Requests for more barcodes plus governmental testimonials (supplied on request) demonstrate the barcodes' success.