6 in 10 women in Morocco are victims of domestic violence. Some years ago, due to pressure from other countries, a law was almost passed that gave women much-needed rights. But because of the Arab Springs and other factors, this law hasn’t even been formalized, let alone been seen by parliament. In November of last year, state-owned TV Channel, 2M aired a segment that showed women how to cover their scars of abuse with makeup. Our objective was to act quickly in advertising the fact that domestic violence is not normal, and should not be covered up.

A young woman slowly removes makeup from her face. What seems like a guide for women on how to remove makeup gradually turns into a more sinister message. Her removal techniques reveal scars of domestic violence. The call to action is a direct response to Moroccan state-owned 2M TV’s segment showing women how to cover their abuse marks with makeup.

The response video to 2M’s segment had to be uploaded quickly, so that the outrage surrounding the 2M segment was still in people’s and the media’s minds. Once the ENTI.MA video had been posted on their own lifestyle and fashion site (only a few days after the 2M segment) the implementation of that call to action had begun. Because the outcry to 2M’s segment was used as the catalyst for ENTI.MA’s version, both the people and the international press had more immediate access to the content. The video is still gaining traction, so the timeline and scale are still being measured.