On the occasion of the International Day for the Elimination of Violence Against Women, advertising agency Baas | Digital created a digital campaign encouraging victims to call for help and put an end to their everyday torture.
Women’s tolerance of any form of gender-based violence is not about keeping things balanced, nor about giving a “second chance”. There are no excuses. Tolerance is also a kind of violence that makes you smaller and smaller until you disappear… So, “Break the silence now!”
The creative vehicle of the video campaign is a Babushka doll which gets smaller layer by layer, just like the self-esteem of a woman becomes lower, every time she silently tolerates her partner’s violent behavior.