Bucharest, Romania – Cheil Romania is continuing to support the work of ANAIS, the anti-domestic violence association, with a new campaign that warns of the dangerous escalation of abuse that the lockdown has already incited.
Three heartbreaking new films and three new print executions all carry the hashtag, #IsolateViolence, and urge people to call the emergency services if they hear anything suspicious. A dedicated website, www.izoleazaviolenta.ro has also been set up.
ANAIS Association #IsolateViolence – The Violence Curve
The films take the statistics and graphics that have become familiar on the news in relation to the coronavirus epidemic, and provide an alternative version that highlight the increase in domestic abuse that inevitably occurs in parallel with the spread of Covid-19 and enforced social isolation.
ANAIS Association #IsolateViolence – The Spread of Violence
Three print versions provide a chilling twist on the images of the virus under the microscope that we are accustomed to seeing on the news and in public information films, again carrying the #IsolateViolence hashtag and an appeal to call the emergency services.
ANAIS Association #IsolateViolence – The Cycle of Violence
Carmen Nemes, president of ANAIS Association, said: “These are indeed very troubling times for everyone, but the plight of the women locked inside an apartment for weeks on end during curfews next to a violent partner is particularly dire. We want to inform society about the issue and we urge the authorities to intervene promptly when any act of violence is reported.”
While social distancing is massively helping the overburdened healthcare system, another dangerous virus is spreading in people’s homes. Domestic violence has registered a surge as those with an inclination towards abuse are spending more time in uninterrupted contact with their victims. Sometimes in the same room, as more than 55% of Romanians live in overcrowded homes, according to Eurostat.
One million Romanians (out of a total population of 19.5 million) has entered technical unemployment status because of the lockdown. Every 30 seconds a Romanian woman is beaten, and 30% have been physically or verbally abused from the age of 15. In the current pandemic, these numbers will increase.
Mihai Gongu, Executive Creative Director at Cheil Romania, said: “At Cheil, we have always been fully committed to doing good with data and helping communities with work that changes behaviour for the better. This campaign was the first work produced since the agency switched to working remotely, just like our clients and production partners.”
Cheil Romania has worked with ANAIS for over one year, and together they created the “Unquiet Voices” campaign, which won a Gold and a Silver at the LIA awards.
Credits
Agency: Cheil Centrade
Executive Creative Director: Mihai Gongu
Group Creative Director: Roxana Nita
Art Director: Victor Trifan
Copywriter: Robert Ghita, Alexandru Iliescu
Sr. Account Manager: Ana Maria Radulescu
AV Director: Monica Garbur
3D Designer: Marijus Pudar
Client Service Director: Carmen Miruta
Post Production Studio: Chainsaw Europe
Post Production Producer: Raluca Iutes
VFX Editor: Dragos Tanase
Sound Designer&Editor:Andrei Vasilache
Actor: Alex Tuhut
Child VO: Mathea Ghinea
Actor: Dana Tapalaga
Actor: Radu Banzaru
Client Team
President, ANAIS Association: Carmen Nemes
Executive Director: Mihaela Mangu
Attorney: Giulia Crisan
Psychotherapist: Adela Szentes, Ligia Moise
Social Assistant: Petruta Stefanica
Social Assistant: Roxana Calin
