• Highlight the effect and prevalence of domestic violence within the upper socio-economic groups of New Zealand women• Undo the purse strings of women who have the greatest potential to support the cause, based on their disposable income• Move the appeal off the street and into the workplace• Create a viral network which generated talk, and ultimately action regarding domestic violence in New Zealand

Domestic violence is often seen as a blue-collar, lower socio-economic problem.The challenge the media team faced was to get domestic violence on the agenda and attempt to make New Zealanders realise that it can affect any socio-economic group and that it is the responsibility of all New Zealanders to put a stop to it.Given budget reality the media team identified the need to focus activity on women in upper socio-economic groups. This was based on the following:• The issue of domestic violence is just as relevant to these women• Women are more predisposed to support charity organisations• They have the income to donate• Women hold many high-profile positions in NZ (Prime Minister, Governer General, mayor of capital City)Most importantly the media team recognised that to engage with these women we would have to make Domestic Violence relevant to them.

In creating the Bruised Ambassador we created a new medium and framed the issue of domestic violence in a groundbreaking and effective manner.This programme allowed us to bring to life the reality that domestic violence can affect any women, any day, any time and from any walk of life.It used the faces that could easily be subjected to domestic violence as the medium. We used the outcome of domestic violence as an incredibly important part of the message. We used the target audience to become both the focus and carrier of our message.The programme generated significant coverage in the media and increased donations by over 20% against the year before.