The Lipstick Tubes were distributed to women’s shelters, women’s service organizations, hospital emergency rooms and on aboriginal reserves, all places where abused women seek help and refuge. This ensured that the information would get into the hands of the women who were at the highest risk and most in need of access to safe and discreet information.

The Assaulted Women’s Helpline needed a tactical communication tool to build on the awareness generated by a TV and print PSA campaign. Specifically, to get the crisis phone numbers in the hands of abused women in a safe and practical manner.

The effort contributed to an unprecedented 10% increase in calls to the 24-hour helpline. An overwhelming response from both callers and professionals in the field that were grateful for the safe and responsible dissemination of information. We strongly believed that this use of media will literally save lives.

Having a cosmetic product as the vehicle for delivering information for abused women was a natural fit. It reinforced the message that “If you are being abused. Covering it up won’t make it stop.” Like using make up to hide the bruises and marks, remaining silent and not seeking help does not end abuse. The media and the message worked seamlessly to deliver this complex and deeply emotional message.

Developing a communication tool hidden unexpectedly in a lipstick tube allows a women to safely have access to the crisis line numbers they need. This discreet delivery allows her to carry it without fear that her abusive partner could find it and risk escalating the abuse. The lipstick tubes empower women with information and effectively change the balance of control in an abusive relationship.

Westside Studio, Image Dynamics