We decided to centre our media solution around the most popular advertising format in Romania, the 30-second TVC.So we inserted short clips showing examples of domestic abuse in a regular commercial break, after every 30-second ad.The Campaign was aired on national and regional channels.

What was supposed to be a regular commercial break became an ad for our info line. By bringing statistics to life we made people that usually witness domestic violence scenes react and break the silence by reporting it to our info line.Our message got through. The number of calls reporting cases of domestic violence increased by 101% immediately after the campaign roll out.