This is an ad for the ‘Romanian Association for Promoting Women’s Rights’ and it’s a fantastic idea.
Every year, in Romania, more than 12,000 woman fall victim to domestic violence. This means a woman is abused every 30 seconds. A lot of people witness scenes of domestic violence. They dissaprove strongly of such behaviour but they don’t interfere in any way.
McCann Erickson Romania found a great way to deliver this message.
They inserted short clips showing examples of domestic abuse in a regular commercial break after every 30 second ad. Therefore what was supposed to be a regular commercial break became an ad for their info line.
At the end of the commercial break they showed this message: ‘A woman falls victim of domestic violence every 30 seconds. Call (0256) 293 203 and report the cases you’ve witnessed.’