Use of Integrated Media
Client Beauty Tips by Reshma
Agency Ogilvy & Mather
Brief 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 survivors, took on a mammoth task – to ban over-the-counter sale of acid.Â
Scale & Location
 Location/Platform: Beauty Tips by Reshma was launched on The Logical Indian – a digital platform for news and views, via YouTube.
Cultural Context
 Location/Platform: Beauty Tips by Reshma was launched on The Logical Indian – a digital platform for news and views, via YouTube.
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:
 A global conversation was triggered. 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 Sa
Insights:
 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 petit