Cannes Lions

Beauty Tips by Reshma

OGILVY & MATHER MUMBAI, Mumbai / MAKE LOVE NOT SCARS / 2017

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Most effectiveness cases work towards improving business, here is one that is working to put something ‘out of business’. End open sale of acid.

Business was very good. That was really the problem.

Acid is sold and bought in India like soaps and facial creams. Unfortunately it is also used like that – on people’s faces. India witnesses as many as 1000 cases of acid attacks every year (source: BBC). The number of acid attacks increased between 2012 to 2014 by an alarming 250%. It remains one of the most horrifying forms of gender based violence with almost 90% of victims being women.

This is a case of how Make Love Not Scars, an NGO dedicated to the rehabilitation of acid victims, created a zero budget digital campaign, that used ‘Beauty Tips’ videos to garner unprecedented support from people, celebrities and the government. A ‘Beauty Tips’ video that resulted in banning ‘sale of acid’, something that threatens to scar the most beautiful people on earth – women.

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