A number of brands and their agencies have created campaigns to fight intimate partners violence for International Day for the Elimination of Violence against Women on November 25. Leo Burnett Israel has brought together many of its clients. The agency has created a group campaign that enabled it to take over an entire commerical break.

Covid19 has caused a spike in domestic violence the world over. Since the onset of the pandemic there has been a 22% official increase in reports of domestic violence & abuse (vs 2019) and in Israel, 19 women have died at the hands of their partners. 

Too many people find it hard to decide what exactly constitutes violence. A beating is an obvious sign. But harsh and demeaning words, withholding a partners’ pay, limiting their spending freedom or demanding to know their whereabouts at all times while keeping them from seeing their friends and family are poorly understood as violence.

And while the increase in domestic violence has been reported in news media people still choose to avoid the problem, observers doubting the signs or feeling that it’s a private matter, victims too scared to speak up.

Leo Burnett worked with Wizo (Women’s International Zionist Organisation) and some of the country’s leading brands, such as Cellcom (telecom), Achla (salad spread), Harel (medical insurance), Direct Insurance, Isracard, Maccabi Health Fund, The Azrieli Malls and Mazda – to take over the entire commercial break preceding the country’s 8 o’clock evening news. Prime prime-time.

The ads all appear to be normal product commericals at first – until their messages segue into the problem of violence in the home. All use the same dark twist, which shows how everyday products can become triggers for a violent escalation and outburst.

Here are two individual ads (and the translations of all commercials below the credits)

Credits: 

Agency: Leo Burnett Israel
CEO: Ori Gal
Chief Creative Officer: Ami Alush
Creative Director: Oren Ben Naim
Creative Team: Olga Vorobieva & Hezkush Yeshurun
VP Client Management: Yonatan Regev
Account Supervisor: Maya Moshel
Account Manager: Shany Perelmutter
Marcom: Eva Hasson
Producer: Simi Ben-Zikri
Public Relation Services: Zevik Dror
Production: Shmulik Guttman
Sound Director: Yael Haim

Clients: Cellcom Telecom, Achla Salad Spreads, Harel Medical Insurance, Direct Insurance, Isracard, Maccabi Health Fund, The Azrieli Malls and Mazda

Commercials’ messages in English:

Harel Medical:
Harel’s Online Personal Medical Service
With experts you can consult via online video,
So your husband sees who you’re talking to
and doesn’t go into another fit of jealousy.
When that’s the atmosphere at home, 
even a phone call can lead to violence.
Don’t accept such a reality!
Harel too is joining the fight for the Elimination of Violence against Women.

Azrieli Malls:
Remember? 
Soon you’ll be visiting the Azrieli mall again …
Going back to the fun, shopping and experiences… 
Just don’t forget to ask his permission to leave the house…
When that’s the atmosphere at home, 
even a visit to the mall can lead to violence.
Don’t accept such a reality!
The Azrieli Mall too is joining the fight for the Elimination of Violence against Women.

Achla Spreads:
Delicious salad spreads in a wide range of flavors
that’ll make you want to invite your friends over for dinner.
Maybe with them your husband will be able to control his temper.
When that’s the atmosphere at home, 
even an argument at the dinner table can lead to violence.
Don’t accept such a reality!
Achla too is joining the fight for the Elimination of Violence against Women.

Mazda (Delek Motors):
The new Mazda -2 
Is a super compact car that makes parking in the city easy, 
which means you won’t have to hide getting another parking ticket from your husband.
When that’s the atmosphere at home, 
even a parking ticket can lead to violence.
Don’t accept such a reality!
Mazda too is joining the fight for the Elimination of Violence against Women.

Cellcom:
Cellcom TV’s Sports Package
Get all the channels for a special price
Now, just keep your fingers crossed his team wins 
so he doesn’t walk cranky around the house
When that’s the atmosphere at home, 
even a losing game can lead to violence.
Don’t accept such a reality!
Cellcom too is joining the fight for the Elimination of Violence against Women.

Isracard:
Meet ANYPAY 
Isracard’s new in app feature
So you can shop and pay (for groceries) using your cellphone, 
even when he confiscates your wallet.
When that’s the atmosphere at home, 
even shopping can lead to violence.
Don’t accept such a reality!
Isracard too is joining the fight for the Elimination of Violence against Women.

Israel Direct Insurance:
Direct Insurance home service
We pick up your car and return it from the garage, 
so your husband doesn’t find out
and you can relax.
When that’s the atmosphere at home, 
even a bump on the car can lead to violence.
Don’t accept such a reality!
Direct Insurance too is joining the fight for the Elimination of Violence against Women.