New Idea’s national partnership with Anglicare regarding Domestic Violence

Pacific Magazines’ flagship title, New Idea, launched a national campaign with Anglicare.

The ‘We Care’ campaign is an initiative to provide emergency care packs to women fleeing domestic violence situations. Survivors of domestic violence and a number of celebrity ambassadors have come together to support the cause.

We Care image

The celebrity ambassadors: Natalie Barr (Seven’s Sunrise), Andrew O’Keefe (Seven’s Weekend Sunrise), Melissa Doyle, Brendan ‘Jonesy’ Jones, Amanda Keller, Kylie Gillies, Lynne McGranger, Georgie Parker and Fiona Falkiner.

New Idea’s Editor in Chief, Louisa Hatfield, comments, “When women have made that vital decision to leave a violent partner we want to be there to support them. Often they flee with just the clothes on their backs so these packs are a small, but important way to give them help when they most need it.’

Each We Care Pack includes such things as a pre-paid phone card, deodorant, shampoo, conditioner, moisturiser, a toothbrush and toothpaste.

Hatfield added,‘A number of our advertising clients have supported us by providing the
contents for the pack and we are so enormously grateful to each and every one of them.’

Kasy Chambers, executive director at Anglicare Australia, says ‘the packs will make a
difference to hundreds of women, of all walks of life. We are thrilled to be working with
New Idea for this wonderful initiative,’ she explains. ‘When women and children flee a violent home, they are at their most vulnerable.’

The Pacific stable will promote the campaign across print, digital and social platforms,
reaching millions of Australians. Channel Seven will also support this national campaign via billboards.

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New Idea’s national partnership with Anglicare regarding Domestic Violence