| Earned Media – Small Business |
| Client |
|
Make Love Not Scars |
| Agency |
|
Ogilvy & Mather |
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|
| Brief |
|
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. |
Solution
|
|
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. |
Results
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|
Reshma’s plea instantly triggered a global conversation. PR worth USD 17 MM was generated at zero cost. The NGO was encouraged to turn the campaign into a fundraiser. We needed 25,000 signatures. The petition has over 309,000 signatures. August 31, 2015: End Acid Sale campaign begins. December 8, 2015: The Supreme Court of India directs Indian States to enforce the ban on open sale of acid. |
