Thu, 24 Nov 2022 17:48:20 GMT
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.
Categories: Corporate, Social and PSAs, CharityPublicis Israel, Thu, 24 Nov 2022 17:48:20 GMT