CASE STUDY
The Zahra Foundation
2024
Changing the Narrative, Representing Survivors of Domestic Abuse
Sector
Not-for-Profit, Social Advocacy
Impact
With 49% more clients served, a 55% increase in financial counselling, and services now available across six locations, our work helped the Zahra Foundation expand its scale and impact.
Scope of Engagement
Community Consultation, Research - Focus Groups, Stakeholder Engagement, Brand Strategy and Narrative Framework, Visual and Verbal Brand Identity, Brand Guidelines and Implementation Tools
Content Development, Documentary-Style Video Storytelling.
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Elevating Understanding Through Consultation
FEENEY began with research and insight, uncovering the often-invisible complexities behind domestic abuse and the barriers survivors face in accessing help.
We mapped community attitudes, service demand, and donor perceptions to understand not just where the brand stood, but where it needed to go. This evidence base revealed opportunities to strengthen messaging, refine service positioning, and align brand strategy with the Foundation’s expanding footprint across South Australia and New South Wales.
By engaging stakeholders and amplifying the voices of survivors, we created a brand platform grounded in truth and authenticity.
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Developing a Movement, Not Just a Brand
Armed with insight, FEENEY reimagined the brand as more than a support service, positioning Zahra Foundation as a national leader in advocacy, education, and empowerment.
We reframed the narrative from being a charity seeking donations to a beacon of systemic change, tackling one of society’s most complex issues.
This forward-looking approach extended the brand into new geographies, scaled its programs into regional and interstate communities, and attracted broader support from governments, corporates, and philanthropists.
The “house of impact” mindset ensured that every initiative, from financial counselling to awareness campaigns, contributed to a bigger national conversation.
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Expanding Reach, Deepening Impact, Empowering Women
The results speak to momentum and impact. Client numbers grew by 49%, demand for financial counselling rose by 55%, and Zahra Foundation now operates across six locations nationwide.
With a stronger, more unified identity, the Foundation not only amplifies its message but also educates the community, shifting perception of domestic abuse from a misunderstood issue to one with clarity, dignity, and purpose.
FEENEY’s partnership helped the organisation extend its reach, unlock new growth pathways, and ultimately, go further in delivering life-changing support to women and families rebuilding their lives.
