Leading Women's Magazine "Laisha" Makes a Permanent Product Change to Fight Domestic Violence

Nov. 27, 2025

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.

Turning "Shelf Life" into "Life Saving"

The creative insight stems from the unique behavioral 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 utilizes 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 in the international day for the elimination of violence against women, but every day moving forward.

Karina Shtotland, Editor-in-Chief of Laisha said:

"We asked ourselves how we could go beyond merely raising awareness. The word that guided us was COMMITMENT. 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

Gideon Amichay, CCO at No, No, No, No, No, Yes said:

"In the advertising industry, we often talk about 'disrupting' the medium. Here, we aren't just disrupting it; we are permanently altering it. 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."