Haunting Campaign Spotlights Masks That Are Still Worn Even As Restrictions Lift
Image courtesy of Cheil Romania
Two years into the COVID-19 pandemic, governments have started to lift some safety restrictions. But the worst is not over yet. Anti-domestic violence association ANAIS hopes to bring another pandemic to light: the one that stays hidden from the public.
Coinciding with International Women’s Day on March 8 was the end of Romania’s official state of alert for COVID-19, which saw the easing of restrictions like wearing face coverings. However, ANAIS points out, “some masks remain.” The activation, produced by advertising agency Cheil Romania, envisions the act of trauma of holding a hand to the mouth as a metaphor for the looming grip of domestic abuse.
Image courtesy of Cheil Romania
“The other pandemic is not gone, yet,” Cheil Romania states in an email. “The domestic violence pandemic will sadly continue in various forms, from physical abuse to psychological abuse, from economical abuse to cybernetic abuse, from social abuse to sexual or spiritual abuse.”
The campaign illustrates real experiences of women who had assistance by ANAIS, with stories re-enacted by actors. The imagery recounts experiences of intimate content being uploaded without permission, non-consensual use of family income, forbidding of social contact and religious practice, and controlling a partner on the pretext of jealousy.
“[We] chose the unified perspective of a phone screen for extra authenticity,” the advertising agency adds.
As well as raising awareness about the dangers that are going on in some homes, ANAIS hopes the campaign will drive donations to pay for legal and psychological counseling for victims.
Image courtesy of Cheil Romania
Image courtesy of Cheil Romania
Image courtesy of Cheil Romania
[via Cheil Romania]
