| Integrated Campaign – Small Business |
| Client |
|
Make Love Not Scars |
| Brand |
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– |
| Agency |
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Ogilvy & Mather |
|
|
|
| Brief |
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Audience: TA: Millennials; Launched on YouTube to be viewed by millennials from all over the world. |
Scale & Location
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Cultural Context: 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. |
Solution
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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. |
