The Hamashbir Latzarchan network launched a campaign to raise awareness of violence against women, through messages about products such as a rolling pin and a knife. • Surfers resented:
Hamashbir Latzarchan's campaign on Women's Day, which supports the fight against violence, has caused a stir and many reviews on the Internet.
The aim of the campaign is to raise awareness of violence, using simple objects such as a belt and a rolling pin that have become tools for violence in general and for violence against women in particular.
Leading the network's campaign is stylist Doreen Atias, the network's presenter.
The chain came out with a message with labels attached to products on the network with a slogan such as: "Reminder for Women's Day - the shoes are only meant to be locked on the feet", "The belt is only meant to fasten pants", "The make-up is not meant to hide signs of violence".
"The pillow is meant for sleep and not suffocation", "The knife for cooking and not bullying", the rolling pin, which has become a symbol of violence, is designed for baking good things that make the heart and soul happy and more and more - clothes, perfume and beauty are signs of style and lifestyle, not accessories to cover signs of violence and beatings .
But the reactions were not long in coming.
The surfers, which include men and many, expressed their displeasure with the campaign.
Among other things, we complained about bad taste, masculine generalization and unsuccessful creative.
For example, one of the surfers wrote "Reminder: All men are murderers, all men are scoundrels, all men are stumbling, all men are violent.
"And seriously: it's backward in levels, creative and bad thinking that comes from the premise that the whole world is violent, all men are shit and dangerous and that all reality is so crappy that directional signs are needed. Everything is dumb and idiotic on levels. Not that way you raise awareness, not that way educators."
Another surfer wrote "Whoever applauds this - a quarter whipping with a belt did not get. Do you really think a beating man enters the breaker, sees it and feels sadness, remorse, understanding, self-reflection or a desire to go for treatment? Emergency call telephone numbers on the makeup shelf in wards The make-up made more sense. "
Another surfer responded, "A very cynical and bad campaign for so many reasons. He should have stayed in a controversial post and not crowned on his own behalf as the winner of any false competition."
Another surfer was more ambivalent towards the campaign and wrote, "I have to say I have mixed feelings towards the campaign and the move. The initiative and contribution are welcome of course, but something in the coffee is streaky in my eyes because it is very ovious and clear and predictable.
"The 'reminder' lowers in my eyes. If we are already in the worlds of products, and this is the creative we go for, maybe we needed something style things that are really written, for example cosmetics should be used only for the purpose for which it is intended. The tickets themselves are very rude in my eyes. "That's for them to notice, but maybe it would have been more powerful if it was a more covert message. After all, if there are more media outlets wrapping it up, then things can connect again - and again, the contribution is beautiful."
It should be noted that as part of the campaign on the occasion of Women's Day, it was decided at "Mashbir Latzarchan" to make a financial contribution to the "LA, Not to Violence Against Women" organization, which represents all sectors and against violence in society as a whole.
Shirley Peer Yegerman, deputy director of the chain, rejected the allegations against the campaign, telling Israel Today: "The goal, of course, was not for people to buy the products and go and commit crimes, but to stimulate discourse and awareness of the issue.
The Israeli government is not doing anything against violence against women.
We see the news and have not seen the government do anything.
There is no enforcement and there are many cases of violence against women and violence in general.
"We talked to the association's general manager.
She said the women are suffering from inferiority and that the entire hotline of the association is run by volunteers only.
So we wanted to do a campaign that would shock the people.
Women's Day is not just about female empowerment.
We wanted to put it on the agenda and raise awareness.
As a business organization we thought about how to put it as a statement.
I must point out that since the rise of the campaign, the number of referrals from people who volunteer for the association has increased.
"The general manager of the association passed us amazing data and said that we raised awareness and that it was a box in front.
We did it for the sake of an agenda.
We received a lot of good responses that it is a strong campaign, such as 'I am moving restlessly in a chair', 'It is a box in the stomach' and 'I want my daughter to be safer' ".
Jaegerman added to the critique of the campaign that "Great Country came out with the scene of the bachelorette party, which at one end pulls out a gun. No one said it could happen. Our campaign was ready long before. In the end, when there is more and more - someone will wake up. With us. Over 70% of the facts are women. Our facts and our employees have strengthened us. We have received heartwarming responses from them for taking community action.
"There are campaigns that are controversial. I remember tougher road accident campaigns. There's always a strategy that tells the truth in advertising and its purpose is to shock. The fact is that it makes people talk about it. As mentioned, I clearly do not think that if I show a rolling pin, God forbid. "To hurt someone. The discourse is to show that the violence is rising and that the Israeli government will do something."
