Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
In the past few years consumers have become (more than) familiar with the phenomenon of Youtube makeup tutorials; they’re one of the internet’s most viewed content formats. A new campaign aims to flip the format on its head– rather than encouraging you to buy a product, it’s goal is to ban one.
We meet Reshma, apparently a vlogger adept at applying lipstick. She gives us sound advice on how we should use our make-up, in fact you may even learn a thing or two from her.
But then comes the twist. Lipstick, we’re told, can be bought from any market… as can acid. Reshma urges us to sign a petition forbidding the sale of acid. As we’ve no doubt noticed by now, Reshma is the victim of an acid attack herself.
Watch 'Beauty Tips by Reshma: How to get Perfect red Lips'
In another similar clip, Reshma teaches us how to apply eyeliner. A third clip details how to get rid of dark spots of skin. By watching the videos, we’re being asked to engage with the very real physical effects of an acid attack. Reshma explains some shocking facts – every day in India a girl becomes the victim of an acid attack. Concentrated acid can be purchased freely for as little as 30 rupees, the equivalent of less than 50 US Cents.
Watch 'Beauty Tips by Reshma: How to get rid of Dark Spots Naturally'
Charity Make Love Not Scars is behind this campaign, recruiting Ogilvy & Mather India for the creative concept. O&M India had previous similar success with their 'Roti' campaign for Lifebuoy soap, which saw them stamping rotis with an edible message encouraging Indians attending a religious festival to wash their hands. But this campaign has even greater potential for impact. By signing the petition, and using the hashtag #banacidsale, people are drawing attention to this huge problem in India – and around the world.
Watch 'Beauty Tips by Reshma: How to Apply Eyeliner'
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.