Telefono Rosa Campaign Asks In Case of Domestic Abuse, Call the Pink Telephone

Covid-19 has been a difficult time for everyone around the world, especially in Italy. When it was first mandated that women (and men) must stay home during the highest peak of the pandemic, unfortunately this meant that while everyone at home was safe from Covid-19, not all were safe from domestic violence.

To help victims of domestic violence discuss these issues during the Covid-19 global pandemic, Wunderman Thompson Italy designed a social campaign for Telefono Rosa, an Italian NGO taking active measures against domestic violence. The team wanted to shed light on the sad fact that for some, home is actually not the safest place right now.

Wunderman Thompson Italy presents a different perspective on the ‘stay at home’ message, taking the opportunity to sensitise audiences to this critical issue. They developed on-air out of home advertisements and an online social media campaign and also worked with WPP partners Mindshare and Kinetic on media. The campaign was targeted near the exits of supermarkets and malls in cities, where most are shopping because of the pandemic.

Lorenzo Crespi, chief creative officer at Wunderman Thompson Italy, said: “If the pandemic outbreak has made everyone’s lives more complicated, it has also made it very difficult for domestic violence victims. Through our campaign, we hope to help these women get out of their conditions, making them feel less alone and encourage them to take the most important step – talk about it with those who are able to listen, understand and help them.”