Domestic violence cases peaked during the pandemic as most victims were trapped with abusive partners. One of the hardest things to do in such situations is to get help without hinting at the abuser, as any indication of the victim getting help or looking for opportunities to escape will lead to more violence.

What if smart speakers like Google Home can help rescue victims of domestic abuse? Google partners with BWSS (Battered Women Support Service) to create custom safe word commands for all smart speakers. The assistant will be triggered as soon as the safe word is used and will alert the BWSS hotline for help. For the legitimacy of each alert, it will also record the live conversation from the moment the safe word is used.

This is SPEC WORK and has not been commissioned by the brand. It has recently won a Silver Cube at Young Ones ADC and was also shortlisted for ANDY Awards.

Credits
Advertised brand: Google
Advertising Agency: Miami Ad School, Toronto, Canada
Creative Director: Zachary Bautista
Art Director: Divya Jain
Copywriter: Sweekriti Chand
Tags: Google Safe Home, Interactive, Craft in Online, Mobile

Fatima is a Jordanian mother of three who had been a victim of domestic abuse by her husband who gouged both her eyes out in front of her children. Sadly, she lost her eyesight permanently that terrorizing night.

For this campaign, brand wanted to break the silence by creating an honest conversation around the topic, and finally witnessed an outbreak in this conservative society.

Jordan is a very socially conservative and religious country that’s run by men. More often than not, women are silenced and have limited roles in society.

When it comes to violence against women, there are legal loopholes that unfortunately rule in favour of men, and due to societal pressures, the media neglects to publicize this sensitive, subject.

In Arabic much like in English, you cannot spell “justice” without the letter “i” which has the same exact phonetics as the word “Eye”. And thus, the word عدالة when missing the letter “ع would be meaningless justice does not exist without the “eye”, a message that links back to Fatima’s tragic story. The only way to empower the Fatimas in our community was to let them know that we “see” them and we will not stand idle. Our message was clear: Until women can look justice in the eye, the “I” of justice will fall.

Credits
Brand: Rise for Good
Campaign: No Eye in Justice
Advertising Agency: Leo Burnett, Jordan
General Manager: Arwa Jassem
Creative Director: Aram Taminian
Communication Supervisor: Salah Hanbali
Communication Executive: Bana Faris
Art Director: Mohammad Hamdan
Copywriter: Ashraf Masannat
Animator: Nora Hindi

This campaign is about:
Women Rights, Awareness campaign, Digital Campaign

A graphic campaign that shows that you don’t need a microscope to see this pandemic and above all that it is imperative to take charge and raise awareness that we live in a pandemic within another pandemic.

One that very few people have taken up with and that kills more than the deadliest viruses in history.

Credits:
Campaign: #WomanPandemic
Agency: Espinaca
Advertiser: Fundación Honra
Creative Director: David Thackeray
Art Director: Camilo Gonzalez
Copywriter: Gabriel Lara
Photography: Jota Velázquez
Makeup: Abigaíl Ruíz
Retouch: Custom Images
Country: Chile

This campaign is about:
gender violence, Domestic violence, domestic abuse, Woman Pandemic, Print advertising, Creative print ads

Credits
Brand: M-Indicator
Campaign: Voice for victims
Advertising Agency: Bates Chi & Partners, Mumbai
Chief Executive Officer: Srikanth Vs
Chief Creative Officer: Manmohan Anchan
President: Asheesh Malhotra
Excutive Creative Director: Pk Anil Kumar
Senior Creative Director: Mehul Patil
Creative Director: Yogesh Khairnar
Art Director: Tejas Phansekar
Copy Supervisor: Rigved Sarkar
Client Services Director: Sheeba Faheim Inamdar
Account Executive: Akshaya Gangan
Production Team: Augustyanag Jadhav
Director: Sagar Palkar
Photographer: Vaibhav Shedge
Retoucher: Satish Modhave

Tags:
Domestic Violence, Domestic Abuse, Voice for victims, Print advertising, Creative Print Ads, Print campaign, Creative Advert

In Unquiet Voices, a 40-minute film created by Cheil Centrade on behalf of Romanian charity ANAIS, scenes from seven different silent films are intertwined with narratives of romances that became nightmares for women.

It is estimated that every 30 seconds, a Romanian woman becomes a victim of domestic abuse, but very few are empowered talk about their experience. The idea of Unquiet Voices is to reveal the almost unnoticed portrayal of violence against women in films and how men copy this wrong behaviour in real life.

ANAIS, which supports domestic violence victims, wanted to undo the wrong. With the loss of copyright of dozens of these silent movies on January 1 2019, ANAIS wondered if they could be turned into an empowering cinematographic product for the next generation?

The real-life stories brought to life in the movie show different types of abuse, from psychological to economic. sexual, and even attempted murder. The movie talks about physically assaulted women who are left breathless on the floor, men who should be in jail but are walking freely, and children witnessing tragedies.

The footage from each movie chapter was taken from seven different silent movies, then rearranged to fit the real stories of victims, whose voices are recorded over the footage to finally unsilence every violent scene.

Ioana Zamfir, Creative Director, Cheil Centrade, said: “The film industry has to promote the right values and it’s a shame that old movies had to actually lose their copyright in order for women to hope to regain theirs. But we hope it won’t take another 100 years for us to support victims of domestic abuse, as a society. I believe that, through a simple but incredibly moving voice dub, we created an empowering entertainment product that can shape the next generation of women for the better.”

The campaign launches with an online platform where women can watch the full stories and record their own story of abuse. It is being screened in cinemas across Romania, projected in art galleries and introduced as educational material in schools, colleges and even in the Romanian law courts. Together with an inspirational purpose in mind, Unquiet Voices also aims to raise funds to help keep the only shelter for domestic violence victims in Romania open.

Carmen Nemes, President, Anais Association, said: “The first step in recovering from abuse is to actually talk about it. These are stories of brave women who dared for their words to speak loud and to move us all. We hope more women going through similar situations will follow. We also hope that the campaign will raise the funds we need to help and support them going forward.”

Movies used in the campaign

1. A Woman of Paris, directed by Charlie Chaplin – 1923
2. Our Hospitality, directed by Buster Keaton and John G. Blystone – 1923
3. Flaming Youth, directed by John Francis Dillon- 1923
4. Safety Last!, directed by Fred C. Newmeyer and Sam Taylor- 1923
5. Souls for Sale, directed by Rupert Hughes- 1923
6. Where the North Begins, directed by Chester M. Franklin- 1923
7. Scaramouche, directed by Rex Ingram- 1923

Credits
Brand: Anais Association
Campaign: Unquiet Voices
Advertising Agency: Cheil Centrade, Romania
COO South East Europe: Mona Opran
Creative Director: Ioana Zamfir
Group Creative Director: Adina Stanescu
Group Creative Director: Roxana Nita
Head of AV Production: Monica Garbur
Account Director: Ileana Ghita
Head of Digital Development: Paula Stan
Web Development: Atelieru de Internet
Production House: Studio Set
Artistic Direction: Ioana Mischie

Tags:
Domestic Violence, Cheil Romania, Domestic violence victims, Latest Tech News, Best Innovative Campaigns, innovative technology ideas, best technology campaigns, Inspiring Short Films, Innovation, Charlie Chaplin, Flaming Youth, Souls for Sale, Romania, inspirational, Domestic Abuse, Cheil Centrade, Anais Association, NGO, Public Interest, Technology

According to the latest UN report, 80.000 women are intentionally killed every year. Out of them, 50% are killed by someone close to them and 35% are killed by their current or former partner. To put these numbers into perspective, that’s 137 women killed worldwide every day. A growth of 11% in just 6 years. And yet no one really cares.

In Israel, 40% of women aged 16-48 report having been a victim of domestic abuse. In fact, 2 women were killed in Israel over the last 24 hours and over 20 women have been murdered since the onset of 2018. Yet in spite of this, the government still torpedoed just last week a proposal to establish a parliamentary committee of inquiry into the murder of women.

So to mark the “International Day for the Elimination of Violence Against Women” and raise public awareness and sensitivity to the issue, together with the No to Violence Against Women organization we initiated a social media campaign.

Using Facebook’s Live Photo feature and some of the country’s most vocal women as influencers, we created posts in which these women asked people to lend them a hand. What ensued was a surprising mobile experience as the act of pressing and holding their hand activates a video that has them calling out for the surfer to stop as he is hurting them. Our surfers who unwittingly took part in a virtual act of brutality were then faced with our message:

“1 in 4 women in Israel suffers domestic abuse & violence,
so please don’t lend violence a hand and report all abuse”.

Credits:
Agency Credits: BBR Saatchi & Saatchi
Client: No to Violence Against Women – NPO
Website: https://no2violenceen.wordpress.com/
CEO: Ben Muskal
CCO: Idan Regev
COO Publicis: Dorit Gvili
Creative: Itamar Paradny
Agency Producer: Maya Palmon
Account Supervisor: Shirley Konka
Media Strategy: Ronit Shekel
Editor: Alon Shmoelof
Publicis Media: Eliran Or and Ava Cohen
Marcom: Eva Hasson

Tags:
#HoldMyHand, Awareness, Campaign, charity, Domestic Violence, Facebook, Israel, Live Photo, Marketing, Mobile, No to Violence Against Women, Social Media, Violence Against Women, Women, BBR Saatchi & Saatchi, Digital Campaign, Social Media Campaign, Fighting violence against women, Publicis, Marcom, Domestic Abuse, Domestic Violence

Highlights of the advertisement
• Sets out a strong message to the people of the society.
• Makes the people aware of the ongoing abuse that is prevalent in the society.
• Protects the dignity of the defaced women, by covering certain parts though not all as it wouldn’t have the same impact otherwise.
• Bringing out the issue of female equality as majority of the defaced individuals are women.
• Trying to break the stereotypical mentality which causes this problem.

If this happens in public, What happens in private? Stop Domestic abuse

This group of creative crew uses the defaced advertisement by overpowering it with their own advertising which brings it to the notice of the people and makes them aware of the harsh reality of the society they live in. It is necessary to stand up against such kind of abuse that mostly goes unnoticed by a majority of people in the society.

Credits:
Campaign: Defacing Abuse
Jennifer Garcia, Carl Larsson, and Mishal Jagjivan