Cheil | Centrade and ANAIS Association Shed Light on the Gaslighting Phenomenon
Strategic communication consulting and data intelligence company Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, signs the #WomensNight campaign for ANAIS Association, a project that sheds light on the phenomenon of gaslighting.
Gaslighting is a harmful behaviour that can happen in any relationship, be it at work or at home. It is the most prevalent form of emotional abuse that can make someone question their perception of reality, leading to feelings of confusion, doubt, and low self-esteem. Gaslighting is a gradual, prolonged process in which the abuser distorts the victim's reality, forcing them to accept the false reality imposed upon them.
It is not a coincidence that the Merriam-Webster dictionary has chosen gaslighting as the word of the year for 2022, as it is the most commonly used strategy by abusers.
At 18:12 on March 8th, the exact moment the sun set, the #WomensNight campaign was launched, shifting the focus from Women's Day, where flowers and wishes are the norm, to shed light on the lies that women are trapped in. The campaign initiated a social dialogue using a series of eight common gaslighting phrases that Romanian women hear at work, home, among friends, and family. The phrases used in the campaign were provided by therapists associated with the ANAIS Association and were frequently heard in therapy sessions with victims of psychological abuse. Each social media post highlighted a context of gaslighting and encouraged women to share their own experiences in the comments. The campaign was supported by online influencers, ANAIS survivors, activists, and other supporters who aim to eradicate gaslighting as a behaviour in the future.
The aim of this project is to raise awareness about emotional abuse and to empower victims with knowledge about the mechanisms and strategies that abusers use, so they can seek help. For more than 11 years, the ANAIS Association has been providing legal and psychological support, as well as counselling, to victims of domestic violence and emotional abuse, which includes gaslighting.
“March 8th is that time of the year when we can draw the attention of civil society to the problems faced by women in Romania. Things have been said about Women's Day, but never about #WomensNight. By utilising the day-night duality, our intention was to bring attention to gaslighting, a form of emotional abuse that creates a sense of darkness and confusion for victims. Its name, with its Hitchcockian connotations, perfectly captures this feeling. And why gaslighting? Because it is all too common and I'm willing to bet that every woman has encountered it at least once in her life.”, explained Miruna Potop, group creative director, Cheil | Centrade.
“All our projects with ANAIS Association are heartfelt projects, carried out pro-bono. None of these campaigns would be possible without the unwavering support of our colleagues and partners, and we are truly grateful for them. So, on this occasion, we would like to extend our sincerest thanks to all those who have helped make our work with the ANAIS Association possible.”, added Ana Maria Rădulescu, senior account manager, Cheil | Centrade.
