| Title | Helpline on the Cover |
| Brief | We partnered with Israel’s most popular women’s magazine ‘Laisha’ (‘For Women’’ in Hebrew) to puncture the silence and give the NGO ‘’NO To Violence Against Women’’ (NTVAW) and their *6724 number a respectable place in media with the help of a stunt using print media.We changed the magazine’s traditional cover for the first time in 75 years. We advertised the helpline prominently on the front cover, so women are aware of the resource. All that you could see on the front page was the *6724 number along with a short CTA to call if felt you were in danger. |
| Agency | Havas Tel Aviv |
| Campaign | Helpline on the Cover |
| Advertiser | LAISHA |
| Brand | LAISHA |
| Date of First Broadcast/Publication | 2021 / 11 |
| Business Sector | Women's Press |
| Story | Advertising industry is great at getting phone numbers of commercial companies stuck in our heads forever. But what about really important numbers? The kind that can save lives, like the 24/7 helpline for women suffering from domestic violence - *6724? This number has never received a respectable place in any media and therefore most women in Israel don't even know it exists. To change that, we've teamed up with "LAISHA" (translate: "FOR THE WOMAN") - the most popular women's magazine in Israel - and created one of the most important covers in the magazine's history. For the first time in 75 years, "LAISHA" cover does not feature any woman. This week's cover shows the number of the helpline, loud and clear, in order to save women's lives. |
| Media Type | Magazine |
| Length | |
| Creative Director | Daniel Bnaya |
| Graphic Designer | Michal Sharon |
| Co-CEO | ben sever |
| Co-CEO | Or Gleicher |
| Editor in Chief | Karina Shtotland |
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