Overview
In 2016, a Moroccan TV station became notorious for a tutorial it aired teaching women how to use makeup to camouflage evidence of domestic violence. On the International Day for the Elimination of Violence Against Women, we helped ENTI.MA, Morocco’s most influential fashion and lifestyle magazine, to publish 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.”
The video went viral, helping to drive conversation about women’s rights protections in Morocco.
In just 24 hours, the video was viewed more than 3 million times, and has been shared over 6 million times across social media.
As the campaign grew, local politicians were pressured to reconsider existing laws which don’t protect women against violence.
2017 African Cristal Awards
Regional Viral film Digital / Gold
2017 African Cristal Awards
Regional Viral - Film / Gold
2017 African Cristal Awards
Social Video Digital / Gold
2017 African Cristal Awards
Media / Sapphire
2017 African Cristal Awards
Viral Film / Sapphire
2017 African Cristal Awards
Best Use of Social Media / Emerald
African Cristal
Viral film Digital / Sapphire
African Cristal
Regional Media / Sapphire
Dubai Lynx 2017
PR / Silver
2017 London International Awards
Social Influencers Single - Vlog / Silver
MENA Effies 2017
Social Good - Corporate / Gold