Revealing society’s ugly face.

Here’s an alarming fact; one in four Greek women experience some form of domestic violence. Unfortunately, most of them choose to remain silent and refuse to seek help.

On November 25th, the International Day for the Elimination of Violence against Women, LOréal Paris partnered with Hondos Center retail stores in an effort to help women who are victims of domestic abuse by encouraging them to break their silence.

For this CSR activation, McCann Athens created a campaign closely associated with the brand’s truth. The insight was that although most women use make up to cover small cosmetic imperfections, abused women use it to cover the truth. The campaign—which has a distinct fashion ad feel—shows a beautiful woman slowly removing her makeup only to reveal the bruises hidden underneath.


Silver Ermis Awards 2016