When it comes to tackling the issue of domestic violence, silence can be deafening. But this silence was successfully punctured by Havas Tel Aviv in a groundbreaking new campaign to promote the 24/7 helpline for women suffering from domestic violence. 

Daniel Bnaya, Creative Director at Havas Tel Aviv explained the insight behind the campaign. He explained: “We all know that the advertising industry is great at getting phone numbers of commercial companies stuck in our heads forever. But what about really important numbers? The kind that can save lives, like the 24/7 helpline for women suffering from domestic violence - *6724?”

According to Bnya: “This number has never received a respectable place in any media and therefore most women in Israel don't even know it exists.”

To puncture this silence the agency joined forces with the most popular women’s magazine in Israel ‘Laisha’, which means ‘for the woman’. The campaign turned the magazine cover into a media channel to promote the helpline in order to save women’s lives. 

Working directly with the Editor in Chief of the magazine the campaign had a clear goal; to help one woman pick up the phone, call the helpline, and change her life. A clarity of purpose which translated to impact. During the first 24 hours following the publication of the issue, the phone calls to the helpline increased by 500%. 

For Bnaya the campaign has hit home the creative firepower of a strong call to action. As he explains:  We see a lot of campaigns against domestic violence every year. Although they are all very important, I believe that ‘Helpline on the cover’ managed to be the first campaign in Israel to actually be a “call to action”. By publishing this issue, we have had an impact on reality.”