Make-up is a symbol of femininity. In a way, it can be seen as a tool for female empowerment.

In many ad campaigns about violence agains women, make-up has also been used to simulate the effects of an aggression -- black eyes, bruises, fake blood, swollen lips.

But in real life there is much different use for make-up: many women resort to beauty products to hide the aggression from the night before. By applying some concealer on a black eye, a woman can at least pretend to lead a normal life.

We needed to turn this reality around.

For the first time, make up will not be used to hide the aggression… but to reveal the aggressor.

The Make-Up project started on April 2018 and is intended to become a permanent asset of Unimed's philosophy and patient protocols.

So far the main deliverables are:

* an audiovisual exhibition featuring the entire photography work (women and "aggressors") with sound bites of the victim's testimonials;

* newspaper ads in the São José do Rio Preto region;

* out-of-home media in the area

* online media placement on Facebook.

Originally the project was designed for the Rio Preto region only. Nevertheless, its public acceptance and social relevance have interested Unimed on a national level, which will multiply the project's reach exponentially.

Internally, the Make-Up campaign marked the implementation of the Unimed SJRP's domestic violence policy guidelines. Through an interdisciplinary approach, women receiving urgency care will be eligible to assistance by social care workers and psychologists, and connected as needed with police officials, public lawyers and temporary homes.

Externally, agreements with the mayor's office, state police, women's rights advocacy groups, public health and safety authorities will ensure that the changes are effectively improving people's lives.

People who were impacted by the campaign so far reacted with a lot of empathy. We hope that our 4 women may inspire other women to stand up for their own safety -- and that society makes no excuses to violence on women anymore.

A few estimate numbers from the initial flight:

Impressions/impacts: 359,679

Reach: 240,000

Visualizations: 107,904