Jan 20, 2009

Don't Cover Up, Speak Up!

"City of Hope" is a unique organization in the UAE that provides shelter to hundred of battered women.

Knowing that this is not an easy issue to talk about and that most women that suffer from abuse are hesitant to even speak about it, the ad agency (JWT Dubai) came up with a very creative idea to do what could be called direct marketing: makeup kits with a message.

The kits were distributed to women in shopping malls and as you can see below each color is covered by a situation of abuse.

The brush within the kit promotes City of Hope's hot line with the line: "Don't cover up injustice. Speak."


Click to enlarge

A very effective way of reaching women in a subtle way, something that is crucial when it comes to domestic violence. Excellent job!

Via

8 comments:

Anonymous said...

Obvious copyright issues aside ("City Of Hope" being a world-famous cancer enter in the U.S.), if anyone should know about battered women, it's the Arabs.

San said...

There are NO copyrights issues in this case. They are different organizations doing different things in different countries. No copyrights issues there.

About battered women I may be wrong but I doubt the UAE is the worst. UAE is one of the most "civilized" arab countries...

Anonymous said...

What do either of you know about being Arab? Probably not a lot so don't discuss things you know nothing about.

San said...

I can say the same... what do you know about how much I know?

I have traveled a lot, so on one hand I have a bit of an idea from first hand experience; on the other hand I know a good number of people that have been living abroad or that have been there working...

Anonymous said...

Traveling or knowing a "good number" of people does not constitute any kind of meaningful body of knowledge. I often wonder what goes through a person's mind when they try to legitimize woefully ignorant arguments by claiming some kind of expertise based on those grounds...

San said...

My point is you don't know what I know...

Anonymous said...

This is about battered women, not arabs. People like you should be ashamed.

Anonymous said...

Nice site, nice and easy on the eyes and great content too.