This Magazine Cover Boosted Calls to an Abuse Hotline by 500%

Laisha and agency Havas Tel Aviv aimed to help more Israeli women learn about the service

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Whether you’re in marketing or publishing, your goal is to get attention—and achieve retention. You want your audiences to notice what you’re featuring and keep it bouncing around in their memory for as long as possible.

Agency Havas Tel Aviv decided to put that skill set to use for a 24-hour domestic abuse hotline, which supporters felt was lacking in the kind of promotional attention needed to reach Israel’s women in need.

“The advertising industry is great at getting phone numbers of commercial companies stuck in our heads forever,” said Daniel Bnaya, creative director at Havas Tel Aviv.



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