Women’s Refuge is a haven for those suffering from domestic violence, and its work in eliminating New Zealand’s unacceptable rates of family violence depends to some extent on donations given in its two annual public appeals – summer and winter.
Typically focused on traditional street appeals, Women’s Refuge raises significantly more in summer, with winter appeals usually bringing in only a third of that raised in summer. The organisation needed winter 2021 to make a bigger impact and win the hearts and wallets of more Kiwis to its cause. With family violence significantly impacted by both seasonality and Covid, winter donations had to match summer, driven by a campaign that got
