NAAMAT Shelters Provide Women in Violent Relationships with Hopeful Futures

Campaign for International day for the Elimination of Violence Against Women asks women to plan their escape, not just who can care for their children

Every year 13 women in Israel are murdered by their partner, and thousands more are living every day in a violent relationship.

In most of these cases, children are left without their parents.

NAAMAT wanted to make a change so Publicis Groupe Israel worked with the organisation that is part of Israel workers union that creates shelters for women in danger all over the country, to launch a campaign to raise awareness of this issue as part of International Elimination of Violence Against Women Day.

The insight was: women who live in a violent relationship often think about the future of their children.

This led to a very strong and shocking TV spot under the message: “You can plan who will take care of your kids or you can plan how you can get out of a violent relationship”

The campaign started with a series of print advertisements in newspapers across the country where we posed these disruptive and curiosity-evoking questions: “Your mother or your sister?”, “Your parents or your brother?” “Your best friends or your aunt?”

A QR code was placed at the bottom of every ad and linked out to the video on YouTube.

The combination of the bright insight and intense video made a strong impact through social media with thousands of impressions and discussions, putting NAAMAT at the fore front of the war against violence against women.

CREDITS

AGENCY / CREATIVE – Publicis Israel

CREATIVE – Igal Ezra

CHIEF CREATIVE OFFICER – Shelly Shamir Keinan

CREATIVE – Paul Pashkovsky

CREATIVE – Adi Ziv

ACCOUNT EXECUTIVE – Sandra Gitter

ACCOUNT HANDLING – Hen Kopel

ACCOUNT HANDLING – Adriana Mesia

PRODUCTION PARTNER – Iris Yisraeli

PRODUCTION PARTNER – Orly Vilensky

PRODUCTION PARTNER – Bar Amit

STRATEGY DIRECTOR – Hadas Dublin