NAAMAT Shelters Provide Women in Violent Relationships with Hopeful Futures

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.