| Integrated Digital Campaigns |
| 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. Over a thousand 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. |
Insights
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Reshma, an acid attack survivor became the NGO’s spokesperson. Starting August 31, 2015, in a series of three beauty vlogs called ‘Beauty Tips by Reshma’ launched on The Logical Indian, she shared the most important beauty tip – sign a petition addressed to the Prime Minister of India for enforcing the ban on over-the-counter 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. |
