Campaign Direct Awards 2007: Best Charity Campaign

Project: One In Four Women
Agency: Craik Jones Watson Mitchell Voelkel
Creative director: Rebecca Rae
Art director: Olu Falola
Copywriter: Rebecca Rae
Account director: Laura Buckenham
Client: Refuge

Refuge charged Craik Jones Watson Mitchell Voelkel with creating a campaign to raise awareness of the high rates of domestic violence, and drive traffic to its website, where donations can be made and potential donors identified. It came up with a spoof cosmetic brand, Slap, with the unique selling point that it could be used to cover up bruising.

Instead of using direct mail or door-drops, which could act as fuel to a violent partner in the recipient's home, the agency targeted women in female environments: hairdressers, gym changing rooms and beauty salons.

For every pound spent on the campaign, £3.14 was generated in donations.

Project: Samaritans
Agency: Kitcatt Nohr Alexander Shaw
Creative director: Paul Kitcatt
Art director: Phil Wyatt
Copywriter: Ben Golik
Account director: Howard Saunders
Client: Samaritans

Kitcatt Nohr was briefed by the Samaritans to create a DM pack to help raise money for the charity. It created a campaign talking about how people who called the Samaritans helpline had died - of natural causes and many years later, rather than by suicide. The strapline, "With Samaritans, life goes on", helped boost the average gift fourfold.