March 8th, International Women’s Day, coincidentally also marked the end of the official state of alert in Romania. As the number of COVID-19 cases is decreasing, the authorities decided to lift a series of restrictions, including the obligation to wear masks. However, some masks remain. Hundreds of thousands of Romanian women will still have their nose and mouth covered, as the other pandemic is not gone, yet.
Hundreds of thousands of Romanian women will still have their nose and mouth covered. Either by the palm of an abusing partner or by their own palm, as they contemplate in anguish the dire realities of the other pandemic. The domestic violence pandemic will sadly continue in various forms, from physical abuse to psychological abuse, from economical abuse to cybernetic abuse, from social abuse to sexual or spiritual abuse.
We have launched the “Some masks remain.” campaign toraise awarenessto the domestic abuse pandemic, but also attract vital donations that can help ANAIS Association, the leading NGO supporting the fight against domestic violence, gather resources to offer victims legal and psychological counselling.
The campaign is based on real stories from women helped by ANAIS. We recreated several situations with actors and chose the unified perspective of a phone screen for extra authenticity. Thus, the campaign includes a spot in vertical storytelling format, but also a series of 5 key visuals meant to educate the public about the various forms of domestic violence.
From publishing intimate content without consent, to prohibiting meetings with friends. From embezzling family income to forbidding access to religious practice or controlling a partner on the pretext of jealousy.
Agency: Cheil Centrade, Romania
Executive Creative Director: Mihai Gongu
Group Creative Director Copy: Denisa Armașu
Senior Art Director: Radu Rebei
Client Service Director: Carmen Miruță
Senior Account Manager: Ana Maria Rădulescu
Social Media Manager: Veronica Bratu
AV Director: Monica Garbur
Strategy Head: Miruna Baiaș
PR Specialists: Ana Maria Gavrilă, Macrina Vendlinger, Daniela Șerban
Production Studio: Almost Ready
Director & photographer: Balint Hajagos
Post-production Studio: Chainsaw Europe
Post-production Coordinator: Diana Gordon
Sound: Hasan Nasser
Image director: Samaranda Paraschiv
Voice Actors: Judith State, Oana Holban,Radu Bânzaru
Source: Cheil Centrade, Romania
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