ANAIS Animates the Story of Domestic Abuse During Lockdown

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Cheil Romania developed the films sharing statistics of the impact lockdowns are having on domestic abuse
ANAIS Animates the Story of Domestic Abuse During Lockdown

Cheil Romania is continuing to support the work of ANAIS, the anti-domestic violence association, with a new campaign that warns of the dangerous escalation of abuse that the lockdown has already incited. 

Three heartbreaking new films and three new print executions all carry the hashtag, #IsolateViolence, and urge people to call the emergency services if they hear anything suspicious. A dedicated website, has also been set up. 

The films take the statistics and graphics that have become familiar on the news in relation to the coronavirus epidemic, and provide an alternative version that highlight the increase in domestic abuse that inevitably occurs in parallel with the spread of Covid-19 and enforced social isolation. 

Three print versions provide a chilling twist on the images of the virus under the microscope that we are accustomed to seeing on the news and in public information films, again carrying the #IsolateViolence hashtag and an appeal to call the emergency services. 

Carmen Nemes, president of ANAIS Association, said: “These are indeed very troubling times for everyone, but the plight of the women locked inside an apartment for weeks on end during curfews next to a violent partner is particularly dire. We want to inform society about the issue and we urge the authorities to intervene promptly when any act of violence is reported.” 

While social distancing is massively helping the overburdened healthcare system, another dangerous virus is spreading in people’s homes. Domestic violence has registered a surge as those with an inclination towards abuse are spending more time in uninterrupted contact with their victims. Sometimes in the same room, as more than 55% of Romanians live in overcrowded homes, according to Eurostat.

One million Romanians (out of a total population of 19.5 million) has entered technical unemployment status because of the lockdown. Every 30 seconds a Romanian woman is beaten, and 30% have been physically or verbally abused from the age of 15. In the current pandemic, these numbers will increase.  

Mihai Gongu, executive creative director at Cheil Romania, said: “At Cheil, we have always been fully committed to doing good with data and helping communities with work that changes behaviour for the better. This campaign was the first work produced since the agency switched to working remotely, just like our clients and production partners.” 

Cheil Romania has worked with ANAIS for over one year, and together they created the ‘Unquiet Voices’ campaign, which won a Gold and a Silver at the LIA awards. 


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Creative

Agency: Cheil Centrade 

Executive Creative Director: Mihai Gongu

Group Creative Director: Roxana Nita

Art Director: Victor Trifan

Copywriter: Robert Ghita, Alexandru Iliescu

Sr. Account Manager: Ana Maria Radulescu

AV Director: Monica Garbur

3D Designer: Marijus Pudar

Client Service Director: Carmen Miruta

Post Production Studio: Chainsaw Europe

Post Production Producer: Raluca Iutes

VFX Editor: Dragos Tanase

Sound Designer & Editor: Andrei Vasilache

Actor: Alex Tuhut

Child VO: Mathea Ghinea

Actor: Dana Tapalaga

Actor: Radu Banzaru

 
Client Team

President, ANAIS Association: Carmen Nemes

Executive Director: Mihaela Mangu

Attorney: Giulia Crisan

Psychotherapist: Adela Szentes, Ligia Moise

Social Assistant: Petruta Stefanica

Social Assistant: Roxana Calin

Categories: Awareness, Corporate, Social and PSAs

Cheil Worldwide, 4 months ago