Going through numerous online resources, talking to help center experts and having interviews with victims of domestic violence we grasped the insight.

Once a man hit a woman for the first time he goes on beating her. The first strike ruins relationships. There's no way back. You should avoid the first strike if you want to save love.

Thus a creative idea was developed.

Love dies with the first strike. Love is turned into garbage because of domestic violence.

We produced and distributed dozens of type installations all around Moscow.

The action took place at the weekend from April, 1st to April, 3rd in order to maximize number of people involved.

We thoroughly selected every placement point in order to attract more people's attention and maximize impact of every installation.

We chose different types of Moscow urban areas:

- densely populated residential districts where lots of young families dwell

- public spaces with high people traffic

- central districts with high smartphone penetration where many social influencers live

Number of calls to the domestic violence help center increased up to 28% within 3 weeks after the action.

Earned media coverage triggered public discussion about the issue.

There was a noticeable resonance in Social Media with thousands likes and reposts. People shared their personal stories in comments. Several top popular Social Media communities posted pictures of our action without any extra efforts on seeding from our side. For example, one post in the public group MDK (Russian social network Vkontakte) with 7 millions subscribers brought us 20K+ likes.