Search Against Violence
Domestic violence is the terrifying reality of over a quarter of Bulgarian women. In times when people spend more and more time at home, Avon Bulgaria was looking to make a difference.
We got the task to shine a light on this contemporary problem.
It all started with a behavioural insight — in most cases victims of physical and/or psychological abuse do not have a solid social circle they can trust and count on.
Many turn to Google and what we did is guide them to professional support.
We’ve created ads based on keywords and questions like:
“Is hitting normal in a relationship?”
“Can he insult me and love at the same time?”
When people clicked on search ads they saw a contextual video by a psychologist providing advice on how to face the problem instead of suppressing emotions. We created a landing page to serve as a hub of support.