In the movie we see how a regular Lithuanian woman accidentally burns her hand at the hot stove and instinctively pulls it back. The pain triggers an unexpected reaction – she puts the palm back on the hot stove. She even presses the palm with the other hand – not to pull it back. And while she screams from the unbearable pain voiceover starts explaining this incomprehensible act, what choosing to stay in abusive relations is like voluntary hurting yourself. At the end the voiceover encourages to call for help and not put up with abuse and pain.

According to national research 24% of Lithuanian women said they had experienced domestic violence, both physical and emotional. During the quarantine period, violence increased by 6%. 59% of victims did not seek help anywhere, only 17% turned to the police.

Fear, shame, guilt and helplessness prevent women from escaping the vicious circle of violence. They accept the current situation, although they understand that the violence and pain will not stop.

That choice to stay in abusive relations needed a shock therapy, so that the possibility of ending violence becomes obvious and under the control of the woman herself.

The campaign was aired for the first time on Lithuanian’s national television only on 17th of April. But already caused a massive conversation in media and social networks.