Escabags, a charity founded by domestic violence survivor Stacy Jane, has launched its first national advertising campaign, to help other victims with their first step to freedom.
The campaign, developed in partnership with Hawkeye Advertising, uses the MotioHealth network to promote Escabags’ Escape Bags, which can be found in more than 500 medical practices across the country.
The free tote bags are sewn by volunteers, who then send them to the Escabags warehouse where they are filled with personal hygiene and safety products, resources on how to escape domestic abuse, other comforts and a free Optus sim card.
Escabags founder and CEO Stacy Jane said the bags have provided the tools and support for more than 18,000 families and individuals escaping domestic abuse since she launched the charity in 2020.
“But this is just the tip of the iceberg. We know that there are many more people in our society suffering from physical, mental abuse and or financial abuse, but are unsure about how they can leave it,” she said.
“That is why we have decided to activate our message in healthcare settings, where we can reach people when they may be seeking treatment for abuse and letting them know they can get their freedom, by collecting a free Escape Bag with life’s essentials at one of our 2,000 plus stockists across the country, and in some cases, from the medical centre they are sitting in.”
Jane said the Motio ad serving technology enables the adverts call to action to reflect the fact that the centre they are sitting in have the Escape Bags stocked, providing victims “with the encouragement to immediately take their first step to freedom”.
“While these Escape Bags may seem simple, time and again we hear stories of how they have given people the confidence to get out of their terrible situation,” she said.
“For example, an elderly woman, who appeared to be in a happy relationship, visited her bank - which is a stockist - weekly with her husband. One day, after seeing Escape Bags were available and while her husband was away momentarily, she asked for one. With the bag in hand, she boarded the next bus and left her situation behind.”
The campaign has reached more than three million Australians since it launched earlier this month and enhanced the charity's reach among health professionals.
Motio CEO Adam Cadwallader said Escabags was using the MotioHealth network to reach highly engaged audiences in a contextually relevant environment.
“Escabags has recognised that people are more inclined to consider their health and wellbeing in the medical environment and will be more open to relevant messages that address that,” he said.
“We are thrilled that MotioHealth, the leading platform for delivering targeted, health-focused content and advertising, is helping this fantastic not-for-profit that is doing great work for so many Australians.”
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