Campaign Spotlight

Campaign Spotlight: Cheil Romania launches “Some masks remain” to raise awareness to the domestic abuse

BUCHAREST, ROMANIA — March 8th, International Women’s Day, also marks the end of the official state of alert in Romania, after almost two years. As the number of COVID-19 cases is decreasing, the authorities decided to lift a series of restrictions, including the obligation to wear masks.

However, hundreds of thousands of Romanian women will still have their nose and mouth covered. Either by the palm of an abusing partner or by their own palm, as they contemplate in anguish the dire situations of the other pandemic. Together with Cheil Romania, ANAIS Association have launched the “Some masks remain” campaign to raise awareness to the domestic abuse pandemic.


The domestic violence pandemic will sadly continue in various forms, from physical to psychological, economical, cybernetic, social, sexual, or spiritual abuse. And donations can help ANAIS Association gather the much needed legal and counselling resources to help end it.

The campaign is based on real stories from women helped by ANAIS and illustrates several types of domestic violence in a vertical storytelling format. The campaign also includes a series of five key visuals meant to educate the public about the various forms of domestic violence. From publishing intimate content without consent, to prohibiting meetings with friends. From embezzling family income to forbidding access to religious practice or controlling a partner on the pretext of jealousy.


Agency: Cheil Centrade, Romania
Executive Creative Director: Mihai Gongu
Group Creative Director Copy: Denisa Armașu
Senior Art Director: Radu Rebei
Client Service Director: Carmen Miruță
Senior Account Manager: Ana Maria Rădulescu
Social Media Manager: Veronica Bratu
AV Director: Monica Garbur
Strategy Head: Miruna Baiaș
PR Specialists: Ana Maria Gavrilă, Macrina Vendlinger, Daniela Șerban
Production Studio: Almost Ready
Director & photographer: Balint Hajagos
Post-production Studio: Chainsaw Europe
Post-production Coordinator: Diana Gordon
Sound: Hasan Nasser
Image director: Samaranda Paraschiv
Voice Actors: Judith State, Oana Holban, Radu Bânzaru

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