| Digital – Direct Response |
| Awards |
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| Client |
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Make Love Not Scars |
| Agency |
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Ogilvy & Mather |
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| Brief |
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In India, almost every day an angry man throws acid on his girlfriend’s or wife’s face. Almost 1000 cases of acid attacks are reported every year. The Supreme Court of India has banned over-the-counter sale of acid since 2013. Yet acid is easily available. Make Love Not Scars, an NGO dedicated to acid attack victims, took on a mammoth task – to ban over-the-counter sale of acid. |
Cultural Context
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We thought whose plea to end acid sale would be more compelling than an acid attack survivor’s. Reshma, an acid attack survivor was made the NGO’s spokesperson. She shared beauty tips in a series of beauty vlogs called ‘Beauty Tips by Reshma’. Each vlog ended with a plea to crowd source signatures on a petition addressed to the Prime Minister of India for enforcing the ban on open sale of acid. |
Solution
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90% of acid attack victims are women. We knew they would be most empathetic to the cause. The question was how do we reach women online? We sought what do women search online. It wasn’t acid attack. Instead it was ‘Do it yourself Beauty Videos’. Beauty Videos and Acid Attack – it was the perfect contradiction. That’s how Beauty Tips by Reshma, an acid attack survivor became the big idea. |
