2022 Winner

CASE SUMMARY

During the pandemic, Canada implemented lockdowns that required people to ‘stay home to stay safe’. But for women in abusive relationships, home was not a safe place to be. In fact, domestic violence increased by as much as 30%.

Interval House, Canada's first shelter for abused women, noticed that their shelter had much lower occupancy than usual. Knowing domestic violence was on the rise, they worried that being at home meant these women had no way to access the lifesaving information they desperately needed without their abuser finding out. They needed
to find a simple, discreet way to get help in their hands.

One of the only places these women could go without their abuser present was the grocery store. So they hid lifesaving information
in the produce aisle.

They created Bruised Fruit—a surprising produce display filled with bruised apples. On each apple, they added custom produce stickers with information about abuse and the phone number for the Interval House Crisis Line. They supported this messaging with in-store
signage and POS displays.

They went a step further and discreetly added bruised apples to grocery delivery orders, mixing them among other produce people had ordered. This gave them another opportunity to get the information into the right hands.

They launched in store in July 2021 and ran this campaign through to August. As COVID cases started to rise again and another lockdown loomed, they wanted to make sure these women had the information when they needed it most.

Their tiny message had a big impact. After the campaign launched, Interval House saw a 90% increase in site visits and a 17% increase in calls to their Crisis Line. Most importantly, they saw a 66% increase in shelter occupancy which meant they succeeded in getting this crucial information into the hands of women who needed help.

Credits

AGENCY: UNION
Chief Creative Officer: Lance Martin
Executive Creative Directors: Adam Thur & Rica Eckersley
Associate Creative Director & Art Director: Justin Turco
Associate Creative Director & Copywriter: Jill Mack
VP, Integrated Production: Jen Dark
Integrated Producer: Carolyn Mitchell
Content Creator & Photographer: Jonathan Lajoie
Editor: Doug Groves
Studio Manager: William Leung
President: Catherine Marcolin
Group Account Director: Kristine Lafreniere
Account Supervisors: Bianca LaPenna & Zoe Reynolds
Senior Strategist: Michael McDonald-Beraskow
VP, Group Media Director: Cherie Raymond

POST-PRODUCTION: Married To Giants
Senior Producer: Jenna Edwards
Offline & Audio Editor: Matthieu Belanger

POST FX: Wingman VFX
Executive Producer: Sam Simpson
Online Artist: Jonny Ames

PUBLIC RELATIONS: Jumpstart Communications

PRINTING: C.J. Graphics Inc.