Cannes Lions

180 - Makeup Line

NEWSTYLE, Sao Paulo / AVON / 2016

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Overview

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Credits

Overview

Description

Avon launched a makeup line called Line 180, the same name of the number for the Violence Report and Woman Service Center. In place of products, the Line 180 brought information about the Maria da Penha Law inside victim’s homes. Since it was founded, Avon sells its products door to door. Avon’s representatives enter in the houses of thousands of women.

Avon also trained the representatives in a way they could identify cases of domestic violence among their clients. Before, the representatives brought only beauty products. Now, they bring information to women to have a healthy life, free from all kinds of violence.

Execution

The campaign was launched one week before Women's International day.

We created a special magazine, like the traditional Avon Sales magazine, but this time the products informed each type of domestic violence and how the Law protects the victims and punishes the aggressors. The magazine entered the home of women through the Avon Representatives, who are women who other women trust and have access to homes that many times not even the police can get in. Before, the representatives were qualified to understand the law, identify the campaign information. We created an integrated campaign to launch the 180 Line, a documentary to encourage women to report violence, PR events to the most important beauty bloggers, sent press kits to specialized magazines and OOH.

Outcome

More than 500 thousand women were impacted only by the Representatives, who became the spokesperson of the campaign in their neighborhoods and communities. In the Women Month, we alerted about domestic violence and opened space for discussion about male chauvinism in Brazil during the period. We created a relationship between the clients in the brand’s FanPage: women who were already assaulted stated they were encouraged by other women to report the aggression.

Also until June 2015, the numbers of private jail reports increased 145,5%, with the average of eight reports per day.

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