Cannes Lions

REPORTING DOMESTIC VIOLENCE

McCANN ERICKSON ROMANIA, Bucharest / ASSOCIATION FOR WOMEN PROMOTION IN ROMANIA / 2010

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The National Authority for Family Protection states that in Romania more than 800,000 women fall victim of domestic violence every year. This means that every 30 seconds a woman is abused. But only 1.5% abuse cases get reported to the police.

A lot of people witness scenes of domestic violence. They disapprove strongly of such behaviour but they don’t involve themselves in any way.

We wanted to make people report the domestic violence cases, so we inserted short clips showing examples of domestic abuse in a radio commercial break after every 30 second ad. Therefore we transformed it into an ad for our info line.

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