Alon Shmoelof

BBR Saatchi & Saatchi presents: Stop Lending a Hand To Violence

According to the latest UN report, 80.000 women are intentionally killed every year.

Out of them, 50% are killed by someone close to them and 35% are killed by their current or former partner. To put these numbers into perspective, that’s 137 women killed worldwide every day. A growth of 11% in just 6 years.
And yet no one really cares.

In Israel, 40% of women aged 16-48 report having been a victim of domestic abuse. In fact, 2 women were killed in Israel over the last 24 hours and over 20 women have been murdered since the onset of 2018. Yet in spite of this the government still torpedoed just last week a proposal to establish a parliamentary committee of inquiry into the murder of women.

So to mark the “International Day for the Elimination of Violence Against Women” and raise public awareness and sensitivity to the issue, together with the “No2 Violence Against Women” organization we initiated a social media campaign.

Using Facebook’s Live Photo feature and some of the country’s most vocal women as influencers, we created posts in which these women asked people to lend them a hand. What ensued was a surprising mobile experience as the act of pressing and holding their hand activates a video that has them calling out for the surfer to stop as he is hurting them. Our surfers who unwittingly took part in a virtual act of brutality were then faced with our message:

“1 in 4 women in Israel suffers domestic abuse & violence,
so please don’t lend violence a hand and report all abuse”.

Client: No2 Violence Against Women – NPO
CEO: Ben Muskal
CCO: Idan Regev
COO Publicis: Dorit Gvili
Creative: Itamar Paradny
Agency Producer: Maya Palmon
Account Supervisor: Shirley Konka
Media Strategy: Ronit Shekel
Editor: Alon Shmoelof
Publicis Media: Eliran Or and Ava Cohen
Marcom: Eva Hasson

We Don’t Want To Be Strong : Palestinian Israeli Bereaved Families for Peace

Losing a child, a husband, a brother, a daughter, a sister or simply a loved one is always painful. But when it happens before their time, because of hate, human belligerence and fear of the other – it is intolerable. Almost unbearable and extremely hard to carry.

So naturally, people tell you to be strong. But who wants to be strong when it is a loss you are reminded of every day. In the smiles of others but also in the void that is left behind. A void and emptiness it takes superhuman strength to deal with – not to overcome because you don’t overcome this kind of loss.

So the little energy you have left, you dedicate to making sure this doesn’t happen again.
To someone else. To another mother, sister, wife or daughter.

For International Women’s Day, the women of the “Palestinian Israeli Bereaved Families for Peace” are reaching out with a message of empowerment to women everywhere and a prayer:

To all you women out there, we wish you to be strong.
Strong enough to protect your loved ones.
Strong enough to teach them to resolve conflict through dialogue.
Strong enough to prevent the next loss.
Not strong enough to mourn it.



Agency Credits: BBR Saatchi & Saatchi
Client: Palestinian Israeli Bereaved Families for Peace
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Director: Yaron Perel
Art Director: Noa Navot
Copywriter: Kobi Lavi
Creative Coordinator: Eva Hasson
VP Client Services: Ben Muskal
Account Executive: Shirley Konka
VP Content & Production: Dorit Gvili
Producer: Alon Shmoelof
Strategic Planner: Moran Nurok
Traffic Director: Ronit Doanis
Studio Director: Yaron Keinan
Studio ATL
Production company: Og
Lead Producer: Gilad Shneider
Executive producer: Oriet Ela Levy
Director: Zohar Elpanet
Photographer: Ofer Dori
Lighting: Itzik Bracha
Recording: Meir Elfassi and Michael Roitig
Assistant photographer: Matan Ben Barak
Makeup Artist: Alex Sivkov
Assistant of Production: Motti Serman and Tzvika Yona
Post production: Dana Mor and Aviv Ram
Editing: Shai Davidi and Gosha Damin
Post: Adam Kramer
Zound: Soundhouse