Many young victims of abuse in New Zealand turn to sniffing solvents as a way to escape their pain. Our task was to raise awarenss and funds to help these young people off the streets and into a Barnardos home. The challenge within the chairty category is relevance, it's easy to look the other way when issues don't affect you directly. Targeting an affluent shopper, we created a 'perfume' campaign that featured in leading fashion titles. The reader was encouraged to experience the scent of escape, freedom or eternity, only to be met with the pungent smell of solvent and a strong call to donate.
