Product: Women's Magazine
Title: Helpline on The Cover
Date Of Campaign: 21/11/2021
Background: 200 women in Israel were murdered by their intimate partner during the past decade. Today, there are still over 200,000 women living with abusive partners, but only 4% of them are aware of Israel’s lifesaving helpline: *6724. As the most popular women’s magazine in Israel, ‘Laisha’ is committed to improving the lives of women. Therefore we decided to raise awareness to the helpline number in order to save women's lives.
Idea: We decided to change our usual cover's template for the first time in 75 years and use it as a media channel for the helpline distribution.
Results: 500% Increase in calls to the helpline+1700 Women get helped since the publication46M Media impressions1.6M Earned media (ILS)