Domestic abuse is one of society’s taboo subjects. In order to raise awareness and start a wide public discussion around the issue, we decided to break through the traditional ways of communicating about it. By creating a new (fake) line of cosmetic products that hide the physical effects of domestic abuse, we created
nation-wide press coverage. From debate
shows to parliament questions being asked
about the campaign, we surpassed all
Create awareness around the subject of domestic violence, which often goes unnoticed and unreported. In a broader context, start a wide public debate around the issue.
Challenge the culture that allows domestic abuse to thrive, and show this shouldn’t be a hidden issue.
‘My Secret Cosmetics’
A (fictitious) new product that masks the traces of domestic violence.
More then 50,000 site visits in a view days, nation-wide PR coverage; trending social topic,
8-minute feature on Editie NL (RTL4), parliamentary questions asked around this issue.