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Kappie Kopp

VP Reputation and Communications

Kappie.Kopp@mslgroup.com

Katie Newman

Chief Marketing Officer

katie.newman@leoburnett.com

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Leo Burnett Israel Launches “Everyday Triggers” to Raise Awareness About Domestic Violence

The agency joined forces with Israel’s leading brands to drive awareness to the everyday cycle of violence against women.

Domestic violence can often be kept out of the public eye, treated as a private issue rather than one of national import. COVID-19 has created even greater isolation and simultaneously, rates of domestic violence have spiked across the entire world—this year in Israel alone, 19 women have died at the hands of their partners.

So, Leo Burnett Israel decided it was time to speak out and raise awareness of this rampant, but often ignored, issue.

On “International Day for the Elimination of Violence against Women”, which is recognized annually on November 25th, Leo Burnett Israel launched “Everyday Triggers,” a disruptive campaign made in collaboration with some of Israel’s leading brands, to shed light on increasing domestic violence.

The brands—which included clients Harel Medical, Azrieli Malls, Achla Spreads, Mazda, Cellcom, Isracard and Israel Direct Insurance—put an unexpected twist on their product ads to demonstrate how everyday moments can spark a violent outburst. Juxtaposing what seems like a typical ad with stark facts about domestic violence shows the reality of this national issue, often ignored despite some public awareness.

The work was created with the help of Women’s International Zionist Organization (WIZO), an international movement supporting the advancement of women. To maximize viewership and impact, the full suite of ads aired during the commercial break preceding Israel’s 8 o’clock evening news.

Each ad, regardless of the brand or type of product, had one united message—domestic violence can no longer be ignored.

December 17, 2020