Our idea was to create a counter-argument to the 2M show, to tell women to not hide their marks of domestic abuse; rather show them. In response to the 2M show, ENTI.MA (Morocco’s most influential lifestyle and beauty portal) created an integrated campaign. Print was a big component of this campaign, because beauty and lifestyle magazines are the most consumed media in the country.

A simple innovation on a traditional medium against the normalization of domestic violence. We created a fake brand makeup remover. Just like a beauty ad with a product sample in any magazine, we showed a model’s face covered in makeup, inviting readers to test the makeup remover. Once a reader wiped off the makeup, the model’s marks of domestic violence on her face were revealed, as well as the message. What is usually – for a reader – a normal product sample ad turned into something more sinister, and therefore could cause a reaction.

Thanks to our response, the print as well as the overall campaign made an immediate impact. Miss World New York 2015 (a Moroccan) has made herself an advocate for the cause. Most recently, an 8-year-old draft law protecting women’s rights in the country has now been passed and is currently being finalised in parliament. Moroccan women now have a platform from which to be heard, spurred on by women all around the world commenting on the ENTI.MA campaign.