Catherine House Annual Winter Appeal
Catherine House Annual Winter Appeal
Catherine House Annual Winter Appeal
Role
Strategist & Copywriter
Role
Strategist & Copywriter
Client
Catherine House
Client
Catherine House
Year
2026
Year
2026
Catherine House in Adelaide, South Australia, meets women at one of the most vulnerable moments of their lives; in crisis, unsafe circumstances, homelessness, or at risk of becoming homeless. Through safe accommodation, social worker support, education pathways and long-term recovery programs, Catherine House helps women rebuild their lives with dignity, stability and hope. Whilst these realities move many of us, perhaps the most harrowing fact we learnt is that demand is rising dramatically.
Catherine House in Adelaide, South Australia, meets women at one of the most vulnerable moments of their lives; in crisis, unsafe circumstances, homelessness, or at risk of becoming homeless. Through safe accommodation, social worker support, education pathways and long-term recovery programs, Catherine House helps women rebuild their lives with dignity, stability and hope. Whilst these realities move many of us, perhaps the most harrowing fact we learnt is that demand is rising dramatically.
Catherine House in Adelaide, South Australia, meets women at one of the most vulnerable moments of their lives; in crisis, unsafe circumstances, homelessness, or at risk of becoming homeless. Through safe accommodation, social worker support, education pathways and long-term recovery programs, Catherine House helps women rebuild their lives with dignity, stability and hope. Whilst these realities move many of us, perhaps the most harrowing fact we learnt is that demand is rising dramatically.
In the past two years alone
In the past two years alone
In the past two years alone
Demand has increased by more than 35%, with rates of domestic violence rising at a comparable pace. Catherine House is now operating at capacity, with 40 to 50 women on the waitlist at any given time.
Domestic violence is also a common factor in approximately 85% of women who reach out to Catherine House, revealing a confronting truth: home is not always a place of safety, and can mean trading one dangerous situation for another. It reveals a confronting secondary truth; for many women, leaving does not mean escaping danger. It can mean stepping further into it.
Demand has increased by more than 35%, with rates of domestic violence rising at a comparable pace. Catherine House is now operating at capacity, with 40 to 50 women on the waitlist at any given time.
Domestic violence is also a common factor in approximately 85% of women who reach out to Catherine House, revealing a confronting truth: home is not always a place of safety, and can mean trading one dangerous situation for another. It reveals a confronting secondary truth; for many women, leaving does not mean escaping danger. It can mean stepping further into it.
Demand has increased by more than 35%, with rates of domestic violence rising at a comparable pace. Catherine House is now operating at capacity, with 40 to 50 women on the waitlist at any given time.
Domestic violence is also a common factor in approximately 85% of women who reach out to Catherine House, revealing a confronting truth: home is not always a place of safety, and can mean trading one dangerous situation for another. It reveals a confronting secondary truth; for many women, leaving does not mean escaping danger. It can mean stepping further into it.
My role as the creative strategist was to develop a Winter Appeal campaign that built urgency, whilst acknowledging the media landscape, economic climate and data around fundraising habits in Australia.
My role as the creative strategist was to develop a Winter Appeal campaign that built urgency, whilst acknowledging the media landscape, economic climate and data around fundraising habits in Australia.
My role as the creative strategist was to develop a Winter Appeal campaign that built urgency, whilst acknowledging the media landscape, economic climate and data around fundraising habits in Australia.
Leading with research and data analysis, I identified two core insights that were able to shape the campaign strategy.
Leading with research and data analysis, I identified two core insights that were able to shape the campaign strategy.
Leading with research and data analysis, I identified two core insights that were able to shape the campaign strategy.
Insight 01
Insight 01
The first was that women are significantly more likely to experience domestic violence from a previous partner than a current partner. This reframed the decision to leave not as a simple act of escape, but as an incredibly dangerous and complex moment. For many women, leaving can mean walking away from a home, a relationship, a sense of security, and often their children, while placing themselves at even greater risk.
The first was that women are significantly more likely to experience domestic violence from a previous partner than a current partner. This reframed the decision to leave not as a simple act of escape, but as an incredibly dangerous and complex moment. For many women, leaving can mean walking away from a home, a relationship, a sense of security, and often their children, while placing themselves at even greater risk.
Insight 02
Insight 02
Insight 02
The second insight was the importance of anonymity. Even after women have made immense progress in rebuilding their lives, many still cannot safely share their stories publicly. This revealed the ongoing and life-threatening reality of domestic violence, and the way its impacts continue long after a woman has found safety.
From here, the client and I knew we needed to help her write her story. This Winter, Her Appeal.
The line placed urgency and agency at the heart of the appeal. It reminded the public that women are making the first step. They are calling. They are asking for support. Rather than asking people to give to an organisation, the campaign asked them to respond to her appeal, at the moment she needs support most.
The second insight was the importance of anonymity. Even after women have made immense progress in rebuilding their lives, many still cannot safely share their stories publicly. This revealed the ongoing and life-threatening reality of domestic violence, and the way its impacts continue long after a woman has found safety.
From here, the client and I knew we needed to help her write her story. This Winter, Her Appeal.
The line placed urgency and agency at the heart of the appeal. It reminded the public that women are making the first step. They are calling. They are asking for support. Rather than asking people to give to an organisation, the campaign asked them to respond to her appeal, at the moment she needs support most.
Due to a tight creative team on the project, I was also tasked with the creative direction of the campaign. This was built around anonymity, using restrained imagery, skin, and storytelling to protect women’s identities while still revealing the emotional and practical reality of their situations. The headline copy highlighted that these brave women have made the first and hardest step. The campaign transparently showed what Catherine House provides, the circumstances women are facing, and exactly how donations can make a direct difference.
Results
Results
Results
400%
400%
Increase in donations
Increase in donations
Increase in donations
$1.6M
$1.6M
Raised
Raised
Raised
The campaign launched with an immediate response. In the first week alone, donations were 400% higher than the 2024 and 2025 Winter Appeal campaigns combined, directly supporting Catherine House’s ability to reach women in their most vulnerable moments. Overall, the Winter Appeal helped raise $1.6M in June 2026, marking a 550% increase on the organisation’s previous 15-year fundraising record. In addition, the campaign brought in a 29% increase in the number of donors, 46% increase in new donors on the previous year, and a 37% increase in giving from new donors to top it off.
Beyond donations, the campaign helped reframe the urgency of women’s homelessness and domestic violence in South Australia. It brought the reality of the waitlist into public view, highlighted the life-changing role of Catherine House, and gave people a clear, immediate way to help.
The campaign launched with an immediate response. In the first week alone, donations were 400% higher than the 2024 and 2025 Winter Appeal campaigns combined, directly supporting Catherine House’s ability to reach women in their most vulnerable moments. Overall, the Winter Appeal helped raise $1.6M in June 2026, marking a 550% increase on the organisation’s previous 15-year fundraising record. In addition, the campaign brought in a 29% increase in the number of donors, 46% increase in new donors on the previous year, and a 37% increase in giving from new donors to top it off.
Beyond donations, the campaign helped reframe the urgency of women’s homelessness and domestic violence in South Australia. It brought the reality of the waitlist into public view, highlighted the life-changing role of Catherine House, and gave people a clear, immediate way to help.