Case Studies
Christchurch Women's Refuge – 35th Anniversary
Christchurch Women’s Refuge was the first refuge established outside of the U.K. It was born out of the Feminist Movement of the early 1970s. In its first few decades both staff and supporters suffered ridicule, threats and abuse by some sections of society. In the past five years this has changed as authorities and communities started to recognise that ‘it’s not okay’. For those involved in this non-government organisation it was very important to celebrate the 35th Anniversary in 2008 to mark the past and celebrate the future. However it needed to be done in a way that did not break the bank and promoted the organisation as an authoritative, open, modern service.
The solution:
Convergence presented a detailed plan aimed at building on the goodwill of the community to ensure the anniversary went ahead without being a financial drain. At the same time we wanted to build a platform for the organisation that re-established its authority in the area of domestic violence (an increasingly crowded market). Another aim was to ensure that messages were congruent with plans to build a purpose built anti-violence centre at street level in central Christchurch.
In a bid to encourage businesses to sponsor the anniversary Convergence obtained free advertising on More FM, Radio Live and in the Christchurch Press.
To boost the Refuge’s profile in Christchurch city we approached Mayoress Joanna Parker. After an interview process she agreed to become a hands-on patron. This enabled us to arrange a cover story in Avenues magazine focusing on her new role.
We researched the Refuge and from that located several people who helped found it. They provided much needed historical context and photos which helped when we pitched the story to a lead writer for North and South. Convergence Communications organised interviews with the founders, past workers, staff and clients. This involved, after careful consideration and an interview process, the male journalist visiting a safe house – something that very few men have done. The seven-page article focused on the history, current work and plans for a more open future.
Prior to the anniversary Convergence lifted the Refuge’s profile in the city by releasing specific information about the service and its plans for the future to the media. This led to two articles in The Press, two interviews on Newstalk ZBs Morning Show and participation in Newstalk ZBs Friday Forum Suffrage Day Special.
In a bid to future proof the communications plan we arranged for Refuge staff to give a presentation on issues to do with refuge and domestic violence to Canterbury University School of Journalism students. The ultimate goal being to familiarise a new generation of journalists with the work of the refuge, its history and to reinforce that it is the go-to organisation for comment on domestic violence.
The anniversary event was held at Christchurch Art Gallery. We connected the Refuge with a themeing company and entertainment duo. We provided key messages for staff, speech advice, wrote the invitations and programmes, ensured VIP invites were sent to all relevant people and that relevant networks in the social, health, justice and education communities were aware of the event.
The Christchurch Women’s Refuge is at a turning point in its life. The community is more accepting of its role, allowing the Refuge to be more open. Because of the changing times we initiated a branding exercise with key staff in a bid to help the Refuge focus itself on the goal of establishing an anti-violence domestic centre in the central city. Convergence looks forward to continuing to walk with Annette and the team towards creating a violence free society.
“With it being 35 years since the first Women’s Refuge in New Zealand was set up here in Christchurch, Christchurch Women’s Refuge contacted Convergence Communications & Marketing to assist in the celebration and publicity of the anniversary.
Erin and Daniel developed an understanding of the complex nature of domestic violence very quickly, producing a strategy and materials to a high professional standard and involving quite diverse members of the community. A sponsorship proposal was created and key media approached to support it.
We continue to utilise the professional services of Convergence in other facets of our work.” – Annette Gillespie, Manager, Christchurch Women’s Refuge