Full Breakdown
Super-Pharm Launches Campaign Against Invisible Violence in Israel
2/8/2026, 8:36:54 PM
Nationwide Awareness Initiative
On Sunday, Super-Pharm, a leading pharmacy chain in Israel, initiated a nationwide public awareness campaign aimed at identifying what it terms “invisible violence.” This campaign focuses on emotional abuse, which encompasses psychological manipulation, coercive control, and behaviors such as gaslighting. The initiative is designed to enhance early detection of these abusive patterns through various channels, including in-store activities, social media, digital platforms, and outdoor advertising. The campaign will be implemented across approximately 300 Super-Pharm stores and will feature a dedicated content hub on the company’s website, providing practical guidance for recognizing warning signs and understanding how abusive dynamics can escalate.
Expert Insights on Emotional Abuse
The content for the campaign was developed with the assistance of clinical psychologist Efrat Harel-Heyman. She emphasized that emotional abuse is often difficult to detect, as it operates beneath the surface and may not be immediately recognized by victims or those around them. Harel-Heyman stated, “Invisible violence is one of the most severe and dangerous forms of domestic abuse, precisely because it is so difficult to recognize and define in real time.” The campaign aims to make professional knowledge accessible to the public, which Harel-Heyman considers a crucial step toward early identification, prevention, and meaningful change.
Context of Domestic Abuse in Israel
The initiative comes at a time when awareness efforts regarding domestic abuse are expanding in Israel. Professionals and advocates have raised concerns that crises, such as wartime conditions, can exacerbate risk factors for domestic abuse and increase vulnerability for survivors. Reports indicate that heightened stress and instability during such times can deepen the harm experienced by victims. Additionally, Israeli watchdogs and civil society groups have called for stronger state coordination and clearer policy responses to address domestic violence effectively.
Addressing Youth and Online Behaviors
The conversation surrounding emotional abuse has also reached younger demographics. In late 2025, WIZO, a prominent women's organization in Israel, warned about dating violence among teenagers, highlighting controlling and manipulative behaviors that may be normalized in online interactions. Super-Pharm's new content hub aims to translate professional knowledge into clear, practical language for the general public, including explanations of warning signs and guidance on recognizing confusing or hard-to-define behaviors.
Conclusion
Super-Pharm's campaign represents a significant effort to combat invisible violence and emotional abuse in Israel. By providing accessible information and resources, the initiative seeks to empower individuals to identify harmful dynamics and seek help, ultimately contributing to a broader societal understanding of domestic abuse.
