Tolerating any form of gender-based violence – physical, psychological, verbal, sexual – is not maintaining balance. It is neither a “second chance” nor “the last time”. There are no excuses. Because tolerance, for its part, is also violence. Violence that humiliates you. It crushes you. Violence that finally destroys you!

So, break the silence now!

With this message, our digital campaign for the International Day for the Elimination of Violence against Women on 25 November calls on women who face forms of gender-based violence and those around them to break their silence and stop witnessing abuse by calling SOS 15900.

The creative vehicle of the campaign, which successfully “ran” on Facebook, Instagram and TikTok, is a babushka doll that gets smaller and smaller, just as a woman’s stature and self-esteem shrinks each time she tacitly tolerates her partner’s violent behaviour.

Since one in three women is affected by gender-based violence at some point in her life, the main goal of the campaign is to educate victims on how to fight back and end their ordeal by seeking help. And, of course, to raise public awareness of a phenomenon that – especially during the pandemic years – has reached frightening proportions.