The Spine for Life: Leading women’s magazine ‘Laisha’ makes a permanent product change to fight domestic violence
Turning "Shelf Life" into "Life Saving"
In a move shifting from traditional awareness campaigns to tangible utility, Laisha women’s magazine has announced a permanent alteration to its printing format. Starting this week, the spine of every weekly issue will prominently feature the anonymous domestic violence helpline number, *6724.
The creative insight stems from the unique behavioural patterns associated with print magazines.
Unlike digital feeds that refresh instantly or newspapers that are discarded daily, glossy magazines have a long shelf life. They accumulate in stacks—in waiting rooms, hair salons, clinics, and living rooms across the country.
By placing the helpline on the spine, the magazine utilises often-neglected real estate to create a permanent beacon. This ensures that any woman, anywhere, has immediate, discreet access to help, even if the magazine is picked up months or years after publication.
From a “moment" to "commitment"
Changing the magazine’s physical production template, aligning editorial, design, distribution, and legal approvals - all to create a permanent feature rather than a temporary campaign - is a rare decision. But it reflects a deeper intention. This initiative is designed to support women not only on the International Day for the Elimination of Violence against Women, but every day moving forward.
"We asked ourselves how we could go beyond merely raising awareness. The word that guided us was COMMITMENT," says Karina Shtotland, Editor-in-Chief of Laisha. "This isn't about getting likes or generating a momentary buzz. Making the helpline a structural constant represents a promise that week after week, forever, this helpline will be there. We are ensuring that the exit door from an abusive relationship is always visible."
A campaign without expiration date
"In the advertising industry, we often talk about 'disrupting' the medium. Here, we aren't just disrupting it; we are permanently altering it," says Gideon Amichay, CCO at No, No, No, No, No, Yes. "We realized that a standard ad campaign has an expiration date. Domestic violence does not. We wanted to move away from the 'one-off' stunt mentality and create a sustainable, physical commitment. By embedding the helpline into the product's DNA, we ensure that as long as the magazine exists on a shelf, the exit door for an abusive relationship remains visible."
Credits
Creative team: Daniel Bnaya, Ouriel Ferencz, Erez Hadar, Gil Aviyam, Rony Schneider, Zeev Ravid, Liat Lapushin, Gali snir, Yaron Itzhakov, Erez Chen, Maya Goldstein
Accounting team: Tom Bar, Tal Fishbein, Michal Atia
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