When Women's Refuge launched its winter appeal, donations were typically low and audiences fatigued by heavy charity messaging.
The Safe-Night-a-thon transformed this challenge into one of New Zealand's most energising PR moments: a 10-day national burst of storytelling, celebrity involvement, and clever reframing.
The campaign reframed giving —supporters could "Gift a Safe Night" for $20, making contributions tangible and empowering. The team created "money-can't-buy" experiences with famous Kiwis, including Benee, Beauden Barrett, and Karen Walker that served as media moments, generating continuous coverage and social engagement. Better partnered with EightyOne as its PR support for the campaign.
The amplification was extensive: mainstream news, broadcast, and influencers all promoted the initiative, funneling audiences to a donation platform. The campaign exceeded its target of 10,000 Safe Nights, delivering 12,791 —over $255,000 raised.
Beyond fundraising, it helped reposition Women's Refuge in the public eye as an organisation associated with practical delivery, empowerment, and positive impact.
