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.
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
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