A lot of people in Romania are witnessing scenes of domestic voilence. They strongly disapprove such behaviour, but they don't take the trouble to report the incidents to the police. They had to ask them to help us decrease the number of incidents without making them leave their comfort zone. They made a hot line where people can report the incidents and they communicated how simple and at hand is to help decrease the number of domestic violence incidents. The campaign increased dramatically the number of calls reporting incidents up to 100% (vs monthly average).
Agency: Mccann Erickson, Romania.