Tolerance makes you disappear

On the occasion of the International Day for the Elimination of Violence Against Women, advertising agency Baas | Digital created a digital campaign encouraging victims to call for help and put an end to their everyday torture.
Women's tolerance of any form of gender-based violence is not about keeping things balanced, nor about giving a "second chance". There are no excuses. Tolerance is also a kind of violence that makes you smaller and smaller until you disappear... So, "Break the silence now!"
The creative vehicle of the video campaign is a Babushka doll which gets smaller layer by layer, just like the self-esteem of a woman becomes lower, every time she silently tolerates her partner's violent behavior.
Female victims of violence carry a heavy cross. The symbol of the female gender is used as handcuffs or a noose, indicative of the suffering experienced by the victims, just because they are women.