PROBLEM

In Morocco, 6 out of 10 women are victims of domestic violence. Abuse is not only commonplace; it’s also being normalized. Stated-owned TV channel, 2M, caused global outrage when the show “Sabbahiyate” aired how to cover up bruises with makeup, in order to hide the marks of abuse.

 

SOLUTION

The public normalization of domestic violence is despicable, but due to cultural sensitivities and a lack of pressure imposed on politicians by the public, the strategy of playing down abuse remains customary. The TV show highlighted to the world the enormity of the injustice towards women who are subjected to violence in Morocco. Shortly after the TV channel aired the tutorial, we helped ENTI.MA (Moroccan influential fashion and lifestyle online magazine) air its own response. In a video that offered to teach women how to remove makeup without damaging their skin, a famous fashion blogger is shown gently removing her makeup, slowly revealing the dark bruises that lay beneath. As the blogger stares hauntingly into the camera, a message appears on the screen: “In Morocco, 6 out of 10 women are victims of domestic violence. Do not cover up his abuse. Show it.”

 

RESULTS

The video went viral, helping to drive conversation about women’s rights protections in Morocco. In fact, in just 24 hours, the video reached 3,000,000 views, and was shared over 6,000,000 times across social media. The international and national press talked about the campaign. Finally, as the campaign grew, local politicians were pressured to reconsider existing laws which don’t protect women against violence.

Domestic violence campaign in Morocco

 

AWARDS

Effie Awards 2017: 1 Gold Social Good

London International Awards 2017: 1 Silver Social Influencer

The Loeries Awards 2017 : 1 Silver Media Innovation
The Loeries Awards 2017 : 1 Bronze Tactical Use of Magazine
The Loeries Awards 2017 : 6 shortlists

Cannes Lions 2017 : 1 Shortlist PR Social Influencer Communication & Amplification

Dubai Lynx Festival 2017 : 1 Silver PR and 7 shortlists

African Cristal Festival 2017 : 1 Gold Regional viral film / Digital
African Cristal Festival 2017 : 1 Gold Regional viral film / Film
African Cristal Festival 2017 : 1 Gold social video / Digital

African Cristal Festival 2017 : 1 Sapphire media / Media
African Cristal Festival 2017 : 1 Sapphire Viral film / Film
African Cristal Festival 2017 : 1 Sapphire Viral film / Digital
African Cristal Festival 2017 : 1 Sapphire Media / Digital
African Cristal Festival 2017 : 1 Sapphire Regional / Media
African Cristal Festival 2017 : 1 Emerald Best Use of Social Media / Media

Watch the Flawlessness campaign here.