The "Some Masks Remain" campaign by Anais Association addresses the persistent issue of domestic violence in Romania, juxtaposed against the country's lifting of COVID-19 mask mandates. While the public health crisis appears to be subsiding, the campaign highlights a parallel, ongoing crisis: hundreds of thousands of women continue to be silenced and controlled by various forms of abuse. The brand’s core proposition is a call to awareness and action, emphasizing the need for continued support and resources to combat domestic violence. It implicitly promises advocacy, protection, and empowerment for victims through its counseling and legal interventions.
Strategically, the campaign leverages a timely societal moment—immediately following International Women’s Day and the easing of pandemic restrictions—to contrast physical masks with metaphorical ones imposed by abusers. This insight connects deeply with the audience by illustrating that while one crisis recedes, another remains hidden yet urgent. The creative approach is grounded in real stories from women supported by Anais Association, employing a documentary and social experiment style that humanizes and exposes the multifaceted nature of abuse—not limited to physical violence but extending to psychological, economic, cyber, social, sexual, and spiritual control. Through this vertical storytelling format and visceral imagery, the campaign seeks to engage public empathy and drive donations to enhance the organization’s capacity to support victims. This nuanced narrative approach aims to shift public perception, encouraging recognition of domestic violence as a pervasive and urgent social issue still masked within Romanian society.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign most closely fits the "Symbolize the Problem" format. The central creative device is the metaphor of masks remaining on women's faces, not due to COVID-19 restrictions, but because of ongoing domestic violence—either literally by an abuser’s palm or figuratively by women’s own hands, stifled by fear. The persistent ‘mask’ is an analogy representing the invisible, ongoing trauma and silencing of abuse victims. Rather than showing explicit violence or a straightforward problem-solution narrative, it evokes the issue through symbolic imagery and analogy, making the emotional and social barrier of domestic violence visceral, memorable, and resonant. There are no testimonial presenters, ongoing celebrities, overt stories with a benefit-resolution arc, or direct product demonstrations; the focus is on presenting the abstract horror of abuse through a symbolic lens.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Adăpostul Afecțiunii (Shelter of Affection) – Positions itself as a safe haven providing immediate shelter and psychological support for domestic violence survivors, emphasizing trauma-informed care and reintegration programs to empower women toward independent living.
2. ANPDC (National Agency Against Domestic Violence) – A government-backed entity focusing on advocacy, legal enforcement, and systemic change through policy implementation, aiming to coordinate nationwide efforts against domestic abuse with a focus on prevention and victim protection.
3. Rețeaua VIF (Violence in Family Network) – A coalition of NGOs that collaborates on awareness campaigns, victim counseling, and community mobilization to address domestic violence, positioning itself as a grassroots network fostering local interventions backed by extensive training programs.
4. CPECA (Center for Preventing and Combating Domestic Abuse) – Emphasizes multidisciplinary support combining legal aid, psychological counseling, and rehabilitation services, highlighting evidence-based approaches and partnerships with law enforcement to improve victim outcomes.
5. Filia Foundation – Distinguishes itself by focusing on education and empowerment through outreach and research on gender-based violence, advocating for legislative reforms and fostering dialogue on societal attitudes toward domestic violence in Romania.
Q: What is Some Masks Remain about?
A: Some Masks Remain is a 2022 public interest campaign created by Cheil Centrade for the Anais Association in Romania. It highlights the ongoing crisis of domestic violence faced by hundreds of thousands of Romanian women, coinciding with the lifting of COVID-19 mask mandates after International Women’s Day. The campaign uses real stories from women helped by the Anais Association to expose various forms of abuse, from physical violence to psychological and economic control. It draws a powerful parallel between the visible masks worn during the pandemic and the metaphorical masks imposed by abusers, emphasizing the continued need for support and awareness.
Q: What creative device does Some Masks Remain use?
A: Some Masks Remain employs the creative technique classified by Clapboard as FORMAT#3 Symbolize the Problem. This approach uses symbolic imagery and analogy rather than explicit depictions of violence, representing domestic abuse through the metaphor of masks that remain on women’s faces. These masks are not due to COVID-19 restrictions but are imposed either literally by an abuser’s hand or figuratively by the women themselves, silenced by fear. This method evokes the emotional and social barriers of abuse in a visceral and memorable way, making the invisible trauma visible without direct storytelling or testimonial presentation.
Q: What is the campaign proposition for Some Masks Remain?
A: The campaign proposition for Some Masks Remain positions the Anais Association as a vital advocate against domestic violence in Romania, addressing an ongoing crisis that persists despite the easing of the COVID-19 pandemic. It calls public attention to the silencing and control of women through various forms of abuse and urges continued support and donations to provide legal and counseling resources. The campaign targets a broad audience to foster awareness and empathy, emphasizing that while one pandemic recedes, another remains hidden and urgent, requiring sustained societal and institutional action.
Q: How does Some Masks Remain rank in Clapboard's archive?
A: Some Masks Remain holds a Clapboard Campaign Score of 73/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the public interest category. The rating acknowledges the campaign’s effective use of symbolism and real stories to engage audiences on a critical social issue, positioning it as a significant contribution to awareness and advocacy against domestic violence.
Q: Who are the competitors in Anais Association's category?
A: Anais Association competes with several organizations addressing domestic violence in Romania, each with distinct market positioning. Adăpostul Afecțiunii offers immediate shelter and trauma-informed care to empower survivors toward independent living. The National Agency Against Domestic Violence (ANPDC) focuses on advocacy and systemic change through government-backed legal enforcement and prevention efforts. Rețeaua VIF operates as a grassroots coalition providing awareness campaigns and victim counseling with local interventions. The Center for Preventing and Combating Domestic Abuse (CPECA) combines multidisciplinary support and partnerships with law enforcement to improve victim outcomes. Filia Foundation emphasizes education, empowerment, and legislative reform to shift societal attitudes toward gender-based violence.
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