To promote its helpline, SOS Viol (SOS Rape) creates a beauty product that protects, calms and heals victims of sexual abuse.
BRIEF
Promote the SOS Viol helpline with a limited budget.
INSIGHT
Call after call, SOS Viol’s helpline rebuilds the lives of victims of sexual abuse.
IDEA
SOS Viol creates a range of fake beauty products called after the helpline number: ‘0800 00 2848’. It protects, heals and calms victims of sexual abuse. The products are given away in schools, pharmacies and popular fashion shops.
This telephone is not just a random number; 2484 is the number of women that SOS Viol helped last year.
Using typical beauty and fashion advertising codes, the print and outdoor campaign portrays victims of sexual abuse as ambassadors of the campaign. Their stories are a powerful way to encourage other women to seek help, call the helpline and share their stories.
In fashion magazines, a sample sachet with the beauty cream is given away to reinforce the message that SOS Viol protects and heals women.