Custom Key Chains Raise Awareness of Domestic Violence

Here in the US, the National Coalition about Domestic Violence reports that 1.3 million women are victims of domestic violence. For as frightening as this statistic may be, it's not just a problem here in America. According to Women's Refuge, 1 in 3 women in New Zealand are affected by domestic violence as well. That's why they seek to change things. To kick off the 2010 Women's Refuge Appeal Week, they chose a promotion that ultimately resulted in mass media attention and a 60% percent increase in attendance. What type of promotion could possibly cause such a strong result? Easy: custom key chains.



The Refuge created these custom keychains and attached them to keys that were then placed in doors. Upon approach, the homeowner would be startled and think that someone had actually obtained a key to their residance. Upon further inspection, the imprint on the key chain explained everything.