Grey London teams up with Women’s Aid this Valentine’s Day
For over half a million women, Valentine’s Day is a day like any other – a day living in fear of their partner. This year, Grey has created a unique campaign on Women’s Aid’s behalf to raise vital funds by selling virtual gifts, with a text-to-donate mechanic, that celebrates the true meaning of Valentine’s Day, and will help keep women safe.
The Women’s Aid Cabinet of Dreams, features nine Valentine’s gifts designed by Grey and displayed majestically in bell-jars in a Soho shopfront 3D installation.
Shoppers can ‘purchase’ the gifts by texting the number next to each item, and donate an amount between £2 and £20 to Women’s Aid. The purchase will then be sent via text to the recipient who will be informed of the donation and their unique present.
Each gift has its own unique interpretation and illustration from one of London’s top artists or collectives, including Rob Ryan, Kyle Bean, Fred Butler, The Last Tuesday Society, Nicole Mueller, Suck & Chew, Francesca Mair, Marie-Louise Jones and Charlotte Brown.
Shoppers can ‘purchase’ the gifts by texting the number next to each item, and donate an amount between £2 and £20 to Women’s Aid. The purchase will then be sent via text to the recipient who will be informed of the donation and their unique present.
While £10 can buy a simple bouquet, for Women’s Aid it would be a valuable contribution towards providing lifesaving services, with the added extra of being a truly romantic and unique gift.
One in four women will experience some form of domestic abuse in their lifetime, whether it be physical, sexual, psychological or financial. Less than half will report it to the police, yet still they receive one domestic violence call every single minute.
Nicola Harwin, chief executive for Women's Aid, says: "Many people do not realise that abusive relationships usually do not begin with violence, but often with gifts and flowers - all of the things we associate with romance. A seemingly perfect relationship on the surface can deteriorate into a pattern of abusive and controlling behaviour, without family and friends knowing what is really happening.
Women’s Aid believes that love and relationships should be based on equality and respect, and would like to encourage everyone to celebrate this Valentine's Day by buying a 'money can't buy' gift for their partner from our virtual shop, which will help to raise vital funds for our lifesaving services."
Nils Leonard, Executive Creative Director, Grey commented: “We’ve been working with Women’s Aid for seven years now, helping to highlight a problem that so often goes undetected. Valentine’s Day is supposed to be a celebration of love, so we wanted to create something really remarkable, but also something that remains positive and doesn’t detract from the spirit of the occasion. I think we’ve managed to do just that – what’s better than some good old fashioned romance in a jar?”
The Cabinet of Dreams can be found at The FrameStore, 9 Noel St, W1F 8GH