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Myer and Salvation Army Australia have launched the Give Registry, a collection of essential items for survivors of family violence. Awareness of family violence being a pervasive national problem is growing, but practical solutions to help victims of abuse remain limited. A rarely discussed reality of family violence is that most women who suffer at the hands of their partners end up having to flee their homes, often leaving with nothing but their lives. Promotion of the Give Registry, developed at Clemenger BBDO Melbourne, is running on television, social media, out of home, print and digital channels. Films, “Towels”, “Plates” and “Kettle”, featuring the voices of family violence survivors, are helping raise awareness of the initiative and underline the importance of belongings that most take for granted. In the first week over 2,000 items have already been donated and a number of Myer customers have already decided to disband their Wedding Gift Registry in favour of asking their friends and family to donate to the Give Registry instead online at myer.com.au/c/give-registry.

The Give Registry works in a similar manner to a traditional gift registry, with pre-selected items that customers can choose from. All items have been selected by women who have experienced abuse and understand first-hand the most important items needed when rebuilding their lives. Through the Give Registry, customers are able to choose an essential item from any Myer store to donate to women and their families who have been affected by family violence, with Myer matching each product donation. All items will go to women and children supported by The Salvation Army’s crisis accommodation and women’s refuges.

Myer Executive General Manager – Brand & Marketing, Michael Scott said the Myer initiative provides practical support to victims of family violence. “Myer is standing up to family violence, an issue we know that our customers and team members feel very passionately about. The Give Registry means that we can work together with our customers to help make a difference in these women’s lives. We’re really proud to launch the Give Registry which provides practical support through the provision of much needed essential items.”

Elle Bullen, Senior Creative at Clemenger BBDO said “A Gift Registry is a well-understood staple of any department store, and by twisting its meaning we have created a new way of charitable giving. It took a brave client, one with a history of philanthropy, to believe in an idea and not just create ads, but an entire range.”

James McGrath, Creative Chairman at Clemenger BBDO said “Instead of making a corporate donation to charity like so many organisations do, Myer have created something lasting and meaningful. It’s a brave and unconventional approach that we hope will make a real impact.”

Give Registry Credits

The Myer Give Registry campaign was developed at Clemenger BBDO Melbourne by creative chairman James McGrath, chief creative officer Ant Keogh, creative directors Evan Roberts and Stephen De Wolf, creative team Elle Bullen and James Orr, design director Jake Turnbull, group managing director Simon Lamplough, senior account director Sam McConnell, operations director – Myer Sharon Adams, executive producer Sonia von Bibra, señor producer Karolina Bozajkovska, working with Myer brand and marketing executive general manager Michael Scott, marketing strategy and communications general manager Natalie Warren-Smith, retail events marketing specialist Natalie Riley, and community relations advisor Kate Driessen.

Filming was shot by director Angie Bird via Flare with producer Selin Yaman, director of photography Shelley Farthing-Dawe, art director Ben Bangey, composer Matt Gurry and editor Sam Coates.

3D / CGI production was done at Cream Studios by managing director/partner Steve York and producer Jennifer Stone.