1 in 3
Women globally experience violence in their lifetime
50,000
Women worldwide are killed each year as part of domestic violence
1 in 2
Women report they or a
woman they know has experienced
domestic violence during COVID
How did we combat domestic violence?
We “brought back to life” five diverse Israeli women who were murdered by their intimate partners. We animated and dubbed their still photos, using D-ID's AI technology, so we can look at them in the eyes and hear their chilling stories. Hearing and seeing these women increase awareness about dangerous relationships and the importance of safe separation.
Each woman is a different age and from a different sector and socioeconomic background, and was voiced by a top actress.
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I was Esther Aharonovitchitz, 70
I was Sagit Ozeri, 23
I was Merin Haj Yechieh, 29
I was Esther Barhani, 50
I was Michal Sela, 32
Our Collaborating with the families of the murdered women is key to our campaign. It is their spark and motivation in our campaign that has made us stronger and more effective in reaching our goals of increasing awareness around the prevalence of domestic violence and ultimately saving lives.
The materials (subtitles and website) are available in Hebrew, Arabic, and English.
When
Our campaign was created in response to the global and local surge in domestic violence since the start of the pandemic and is in honor of the International Day for the Elimination of Violence Against Women, celebrated on November 25th, 2021.
Campaign's Impact:
10M Views
This campaign was an astounding success reaching almost every household in Israel. It registered 4 million views within only 3 days!
Our content’s engagement rate was extremely high! Including the videos and the website, the view rate was 10 times higher than the average.
Live Saved
Site had 1,000 clicks of the helplines and the risk assessment questionnaire. We also received emergency inquiries through social media.
Campaign's Aim
Messages that affect consciousness and save lives:
01.
A dangerous relationship instead of a violent relationship
Many murders are not preceded by physical violence by a partner. Many women who are in a relationship with a high potential for danger do not experience physical violence and are unaware that they may be in danger. These days, the public discourse focuses on a wide range of domestic violence forms, such as mental, economic, and sexual violence. Women need to learn to pay attention to a potentially dangerous relationship, even if it is not currently involving physical violence.
02.
Raising awareness of safe separation
Most of these murders occur when a woman tries to separate and does so in a way that does not keep her safe. "Listen to my voice" raises awareness of safe separation and gives practical and clear tools for separation that will keep the woman safe.
03.
Changing how women in the cycle of violence are represented
Society stigmatizes women in dangerous relationships, often calling them battered, dependent, obsessive, or weak. It is difficult for organizations to reach these women, and women often do not self-report, as they do not recognize the dangers or that they are in trouble with their relationship.
"Listen to my voice" re-represents women who have fallen into a dangerous relationship and calls out in a clear voice the phenomenon of dangerous and violent relationships across sectors, socioeconomic groups, geographical location, origin, community, and personality types. It can happen to anyone. It can happen to you.
Who
Shiran Melamdovsky Somech
The Founder &
Social Tech Entrepreneur
(Today VP Impact at D-ID)
Partners
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Sponsors
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The Gulden Drum awards 2021
The International Creativity Festival
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The innovation award 2021
The Israeli Marketing Association
The creative Israeli competition
"Granot" 2022
Press
