Taking into account the insight that everyone wants to see models and celebrities without make up, we advertised the ad so that anyone who read magazines could see it. But on the second step of the ad, the stage in which each person had to take his cellphone and, through an application, scan the photo, the communication became something much more personal and direct.

The creative execution was relevant for the service as it was advertised in media which was specialized in the target (women’s magazines, cosmetics departments of perfume shops, etc).

Another thing that made the communication relevant was the two steps that our piece had, because women victims of domestic violence are in general afraid of being discovered trying to denounce their problem, and our ad simply looked like an innocent make up ad.

On the other hand, the detail that it was a make up ad, element with which many women often cover up bruises and marks, made the ad in all its instances close to the world of the consumers or target.

During the month in which the campaign took place our consulting lines had a 320% more contact from part of women that needed help for themselves or an acquaintance. Besides the action was shown by several local media, it increased the level of knowledge of the NGO to unexpected levels. In this way, not only did we make the organization grow, but also the hopes of thousands of women who needed help.