Cheil Romania's heartbreaking lockdown abuse awareness campaign

We've all seen the 'flatten the curve' graphic a million times, with its simple imagery showing the clear impact social-distancing can effect.

However, in this powerful campaign from Cheil Romania for domestic violence charity ANAIS, the 'curve' is utilised in a different fashion: to exemplify the increase in domestic violence being in lockdown with an abuser can cause.

Under the banner #IsolateViolence, the agency have created three separate films that all incorporate graphical representations of the crisis, subverted to express the charities concern and prompting the viewer to call the emergency services if they hear anything suspicious.

The films are accompanied by three print ads, all providing a chilling twist on microscopic viral images and carrying the #IsolateViolence hashtag and an appeal to call the emergency services.

Mihai Gongu, Executive Creative Director at Cheil Romania, said: “At Cheil, we have always been fully committed to doing good with data and helping communities with work that changes behaviour for the better. This campaign was the first work produced since the agency switched to working remotely, just like our clients and production partners.”