Domestic violence on Valentine's Day

UN Women Germany not only makes domestic violence audible, but also tangible

Every four minutes, a woman in Germany experiences violence at the hands of her partner or ex-partner. UN Women Germany has been actively supporting affected women for years with its initiative gewalt-beenden.de. Together with the organisation, we are deliberately launching a fundraising appeal on Valentine's Day that addresses toxic love – right where it happens.

Client UN Women Deutschland: gewalt-stoppen.org
Agency Scholz & Friends Düsseldorf
Year 2024
Awards Art Directors Club Merit, Healthcare Advertising Awards Silver, Comprix Finalist, Comm Awards Merit

“Violence against women can only be stopped if everyone takes action.”

Silvia Fullenkamp Marketing & Corporate Partnerships at UN Women Germany e. V.

Fighting toxic love with Alexa – on Valentine's Day.

Our idea: We are deliberately focusing on audio for a Germany-wide radio and Spotify campaign. With an emotional commercial that makes the topic audibly tangible, especially for those who are not affected. An authentic story transports listeners to the scene of the action. ‘Alexa’ draws listeners into the story through a situation that many people can relate to – a conversation with the voice assistant in everyday life at home. This is followed by a twist: Alexa is not a voice service, but a woman who suffers from domestic violence. This is just one example of many. For listeners, Alexa is no longer just a voice assistant, but a voice against domestic violence.

If you are also affected by domestic violence, you can find help by calling the women's helpline on: 116 016. Or via online counseling at: hilfetelefon.de