The Most Difficult Role

Agency Network: 
May 2021
Vodafone Romania Foundation: The Most Difficult Role
Vodafone Romania Foundation Digital Ad - The Most Difficult Role


Domestic abuse thrives in secrecy. It has been around for so long, but the subject is such a taboo in the Romanian society that very few people talk about it openly. The biggest challenge in combating and preventing domestic violence against women is the underreporting of incidences to law-enforcement by victims and the collective silence of bystanders, friends and family members, who are aware of the abuse but choose to remain silent. “The most difficult role” campaign campaign aimed to open the conversation about domestic violence and promote the newly developed Bright Sky app by showing portrayals of abusive relationships in Romanian cinema. In order to show how painful it is for the victims to share their experiences, we drew a parallel between real life abuse and fictional abuse experienced by professional actresses.

Digital advertisement created by Next Advertising, Romania for Vodafone Romania Foundation, within the category: Public Interest, NGO.

Advertising Agency: Next Advertising, Bucharest, Romania
Creative Director: Andrei Tripsa
Senior Copywriter: Bogdan Tudosie
Art Director: Petra Martin
Managing Director: Sorin Popescu
Head Of Digital: Alexandru Tunaru
Account Executive: Ioana Miclea
Director: Radu Muntean
Dop: Tudor Lucaciu
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