Lacta: Don’t ever leave me

Lacta, a chocolate brand, launched an online film in Greece to educate women who are trapped in abusive relationships on recognising the signs of possessive behaviour and seek help before it’s too late.

A sudden rise in domestic violence cases in 2021 in Greece stunned the nation, especially after 18 brutal femicides were reported in the media. Greece is one of Europe’s most patriarchal societies. It ranks last in the EU’s Gender Equality Index. And that is reflected in the country’s news media that called these murders ‘crimes of passion’ or attributed them to ‘extreme love. ’

Mondelez’s Lacta chocolate is a brand that has always been telling love stories in the form of Branded Entertainment, becoming a symbol of love in Greece. Seeing how these murders were committed in the name of...

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