Avon
180 Make
Up Line
ClientAvon
ProjectIntegrated campaign
RoleArt direction & concept
AgencyNewStyle
A makeup line created to bring information about domestic violence and women’s rights into Brazilian homes.
The idea
Named after Brazil’s 180 domestic violence helpline, the campaign used the familiar language of beauty to start a conversation about violence against women.
The 180 Makeup Line magazine explained different forms of violence and the protections provided by the Maria da Penha Law. Avon representatives were trained to take this information into women’s homes.
Case Study
Campaign film
Documentary Film
The magazine
The magazine brought information about domestic violence and legal protections into the language of beauty.
