Have the moon on a stick this Valentine’s Day with Women’s Aid's 'Cabinet of Dreams'
Does getting a bouquet of roses this Valentine’s Day show you that your partner really loves you?
Not in comparison to a really heartfelt gesture, according to a national survey carried out by domestic abuse charity Women’s Aid. Results show that only one in five women really wants roses or grand romantic gestures for Valentine’s Day, whereas a gift that demonstrates true value is always appreciated.
To mark the special day for lovers, advertising agency Grey London has teamed up with national charity Women’s Aid to offer shoppers something a little more interesting than the usual chocolates or flowers with some truly magical, once-in-a-lifetime gifts.
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 that celebrate the true meaning of Valentine’s Day, and will help keep women safe.
Perhaps your loved one would like a stolen moment? Or the moon on a stick? It might be some industrial strength mojo they could really use – or maybe it’s just some good old-fashioned romance...
Now you can find just that with the Women’s Aid Cabinet of Dreams, featuring nine extraordinary Valentine’s gifts that, literally, money can't buy! Designed by Grey and displayed majestically in bell-jars in a Soho shopfront 3D installation, 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, commented: "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: “Women's Aid aren't just a charity that create provocative or negative messaging. Design, technology and a powerful insight all come together in London's First Virtual Charity Shop, allowing Women’s Aid to find their place in the positivity of Valentine’s."
The Cabinet of Dreams can be found at The FrameStore, 9 Noel St, W1F 8GH from now until Valentine’s Day.