Super-Pharm on Sunday launched a nationwide public awareness campaign aimed at helping Israelis identify what it calls “invisible violence,” a pattern of emotional abuse that can include psychological manipulation, coercive control, and behaviors such as gaslighting. According to the company, the initiative is designed to make early-detection information more accessible through in-store activity, social media, digital platforms, and outdoor advertising.
The campaign will run across approximately 300 Super-Pharm stores, alongside a dedicated content hub on the company’s website that provides practical guidance for recognizing warning signs and understanding how abusive dynamics can escalate. The content was developed with professional guidance from clinical psychologist Efrat Harel-Heyman, Super-Pharm said.
Harel-Heyman said emotional abuse can be difficult to spot because it often operates beneath the surface and may not be immediately recognized by those experiencing it or by people around them. “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,” she said, calling public access to professional knowledge “a crucial step toward early identification, prevention, and meaningful change.”
A hidden pattern that can take years to name
Unlike physical violence, emotional abuse is frequently characterized by gradual shifts in power, control, and self-perception, which can leave victims doubting their own judgment. In recent years, public discussion has increasingly focused on tactics such as gaslighting and how to recognize it, a form of manipulation in which a person is led to question their memory, perception, or reality.
Super-Pharm said its materials aim to help the public recognize recurring patterns, including stages that can emerge in abusive relationships and common manipulation strategies. The company said the goal is to shorten the time it takes for people to identify harmful dynamics and seek help.
The broader context in Israel
Awareness efforts have expanded in Israel as professionals and advocates warn that crises can intensify risk factors for domestic abuse and heighten vulnerability for survivors. The Jerusalem Post has reported on research examining how wartime conditions can impact survivors of domestic abuse emotionally and financially, including heightened stress and instability that can deepen harm.
Israeli watchdogs and civil society groups have also pushed for stronger state coordination and clearer policy responses. In July 2025, The Jerusalem Post reported on a State Comptroller warning that Israel should establish a national agency to address domestic violence and improve systemic handling of the issue.
The conversation has also extended to younger demographics, with WIZO warning in late 2025 about dating violence among teens, including controlling and manipulative behaviors that may be normalized online.
“Professional knowledge should be accessible”
Super-Pharm said the new hub is intended to translate professional knowledge into clear, practical language for the general public, including explanations of warning signs and guidance on what to look for when behavior is confusing or hard to define.
“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,” Harel-Heyman said. “Making professional knowledge accessible to the general public is a crucial step toward early identification, prevention, and meaningful change in the lives of those affected.”