A Safe Space for Women and Girls in Sumy - League of Modern Women | Clapboard Ad Archive

A Safe Space for Women and Girls in Sumy, created in 2023 for the NGO League of Modern Women by linza agency, confronts the pervasive issue of domestic violence intensified by wartime conditions in Ukraine with a stark refusal to accept societal justifications that excuse abuse as a byproduct of emotional turmoil or collective hardship. This public service campaign leverages a documentary-style promo video to expose the reality of gender-based violence while presenting the League’s undisclosed safe locations as tangible havens for women and girls seeking refuge and support. The campaign’s narrative structure aligns with what Clapboard’s taxonomy defines as FORMAT#2—Show the Problem, an approach that clearly delineates the widespread problem before positioning the League’s safe spaces as the solution, avoiding symbolic abstraction or testimonial devices in favor of direct, empathetic communication. By rejecting damaging stereotypes and victim-blaming narratives such as Everyone is emotional now or It’s your own fault, the campaign challenges entrenched cultural attitudes that often silence survivors and normalize violence. The video’s sensitive yet unflinching tone fosters trust and openness without moralizing or imposing unsolicited advice, reinforcing the League of Modern Women’s role as a protector and advocate within a complex social and wartime context. linza agency’s strategic use of Design, Digital, and Film media ensures the message reaches a broad audience while maintaining the confidentiality essential to the safety of these locations. The campaign’s clear proposition—that violence is never acceptable and support must be accessible without stigma—serves both to empower survivors and to educate the wider public, framing domestic violence as a societal issue demanding urgent action rather than private shame. Clapboard rates this campaign 61/100. This campaign matters to the industry because it demonstrates how public interest communications can confront entrenched social taboos with clarity and compassion while delivering a concrete call to action that empowers vulnerable audiences in crisis situations.