Unmasking Gender-Based Violence

Our team developed and delivered the "Unmasking Gender-Based Violence" campaign on behalf of the Ministry of Justice and Public Order, creating a powerful nationwide initiative designed to raise awareness, challenge perceptions and encourage action against gender-based violence.

Launched as part of the international 16 Days of Activism Against Gender-Based Violence, the campaign centred around the message "Gender-Based Violence Hides in Plain Sight", highlighting how abuse often remains invisible behind everyday interactions, appearances and social norms. Through a strategic combination of impactful storytelling, evidence-based messaging and powerful visual design, the campaign encouraged the public to recognise the signs of violence, support victims and contribute to a culture of prevention and accountability.

From campaign strategy and creative development to media planning, production and public engagement, our team managed every aspect of the initiative. The campaign was activated through an extensive multi-channel communications programme, including television commercials, radio messaging, cinema screenings, shopping mall placements, social media advertising, Google campaigns and YouTube video distribution, ensuring widespread visibility and engagement across Cyprus.

A key moment of the campaign was the official press conference attended by senior government officials and institutional stakeholders, including the Minister of Justice and Public Order and the Commissioner for Gender Equality. Together, they reinforced the campaign's call for collective responsibility and highlighted the importance of education, prevention and victim support in addressing gender-based violence.

Drawing on real data and social insights, the campaign shed light on the scale of the issue and the many forms it can take, including physical, psychological, sexual and economic violence, harassment, stalking and online abuse. Supported by striking creative assets inspired by the international #OrangeTheWorld movement, the campaign transformed complex social issues into clear and accessible public messages.

More than an awareness initiative, the campaign served as a national call to recognise what too often remains unseen, empowering communities to confront gender-based violence and support a safer, more inclusive society for all.