Leo Burnett proudly presents: “Everyday Triggers”

Covid19 has caused a spike in domestic violence the world over. In fact, 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.

There isn’t a news broadcast that doesn’t mention the fact in passing, but still people choose to turn their heads the other way and ignore the problem. Telling signs are hushed up. If even people notice, they are often too unbelieving or shy to do anything about the problem as it is a “very private” matter “between him and her”.

Incredibly most people find it hard to put their finger on what constitutes violence; is it a beating? That’s the obvious one…but what about harsh and demeaning words? Withholding your partners’ pay? Limiting their spending freedom? Or demanding to know their whereabouts at all times while keeping them from seeing their friends and family?

The answer is: yes, yes, yes and yes! Yet disturbingly everyone keeps quiet. So for the “International Day for the Elimination of Violence against Women” Leo Burnett Israel and its clients decided to speak out. The agency working together with Wizo (Women's International Zionist Organization) and some of the country’s leading brands: Cellcom (telecom), Achla (salad spread), Harel (Medical Insurance), Direct Insurance, Isracard, Maccabi Health Fund, The Azrieli Malls and Mazda – decided to take over the entire commercial break preceding the country’s 8 o’clock evening news. Prime prime-time.

The ads which naturally promote the brands’ products, all emphasize the everyday cycle of violence thousands of women in Israel are captive of. They all use the same a dark twist that shows how every day products can become the trigger for a violent escalation and outburst. Because when you’re out for a fight, any excuse will do.

We say no more!

Agency Credits: Leo Burnett Israel

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

CEO: Ori Gal

Chief Creative Officer: Ami Alush

Creative Director: Oren Ben Naim

Creative Team: Olga Vorobieva, Hezkush Yeshurun

VP Client: 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

For more information please contact: Eva Hasson – eva.hasson@lbi.co.il

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:

Meat 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.