Spike in Calls to Abuse Hotline by 500% Traced Back to Magazines Cover
Havas Tel Aviv, a marketing and publishing agency based in Tel Aviv, has partnered with women's magazine Laisha to raise awareness about a vital service in Israel – a 24-hour domestic abuse hotline. The collaboration aims to increase the hotline's visibility and reach, using the influence and readership of Laisha to spread critical information.
The cover of Laisha's magazine is a unique promotional strategy. It features the helpline number, *6724, in large, stark white lettering on a black background. This design is intended to attract attention and ensure retention of the helpline number in the memory of its audience.
Daniel Bnaya, creative director at Havas Tel Aviv, believes that the advertising industry can make commercial phone numbers stick in people's minds permanently. He mentioned the *6724 helpline for women suffering from domestic violence as an example of a "really important number."
The domestic abuse hotline is a service in Israel that aims to provide assistance to women experiencing domestic abuse. Its supporters agree that it is in need of promotional attention to reach those who need it most – women in need in Israel.
The agency's goal is to attract attention and ensure retention of audiences. By integrating the hotline information directly into Laisha's content, they hope to keep the hotline's information bouncing around in the memory of its audiences for as long as possible.
The partnership between Havas Tel Aviv and Laisha is a powerful combination of creative advertising expertise and a widely read platform. It is a testament to the industry's ability to use its skills for good, promoting a 24-hour domestic abuse hotline and encouraging those in need to seek help.
In this partnership between Havas Tel Aviv and women's magazine Laisha, they aim to raise awareness about the 24-hour domestic abuse hotline in Israel, using science-based advertising strategies to ensure the hotline number, *6724, stays in the memory of their audience. This collaboration, a blend of lifestyle, health-and-wellness, and fashion-and-beauty influential content, serves as a strong example of the advertising industry using its resources for promoting vital services like womens-health initiatives.
