Publicis: Campaign on the subject of domestic violence

Sad but true: seven out of ten women withdraw their complaints against violent partners. The reason: most women do not dare to take decisive action against the violence and seek help. Instead, they tell themselves that everything is not so bad after all. And so the spiral continues - and it is not only the women themselves who suffer, but also their family environment.

The Zurich Women's Center, which has been campaigning for the rights and interests of women since it was founded, is now launching a campaign in collaboration with Publicis to raise awareness among the population - especially victims and potential victims. The result is stirring advertisements, posters and a TV commercial that remove the taboo from the subject and encourage those affected to contact the Women's Center sooner rather than too late for advice and help.

Accompanied by the former number 1 hit "Mad World", we see a girl in her parents' bedroom. Like many children - especially girls - she wants to be like her mother in everything. She tries on her mom's clothes, walks in her shoes, sits down at her dressing table and starts putting on her make-up. What begins as playful and naive child's play, however, turns into a shocking image by the end of the commercial, which makes it unmistakably clear that domestic violence rarely has only one victim.

Responsible at the Zurich Women's Center: Andrea Gisler (President), Beatrice Kälin (Marketing/Communications). Responsible at Publicis: Thomas Wildberger (CCO), Grischa Rubinick (Creative Direction), Mohammed Klotz (Art Direction), Antonio Lopez, David Lübke (Text), Ralph Halder (Consulting). Production: CZAR Berlin (film production), Heike Fincke (director), Philipp Pfeiffer (camera), Marek Pompetzki (music), Sebastian Burgold (photography). Mad World By Roland Orzabal © Roland Orzabal Limited (administered by Chrysalis Music Ltd.) Courtesy of Chrysalis Music Holdings.