Ministry Of Justice: MY SECRETS COSMETICS

Credits & Description:

Category: Public Affairs

Advertiser: MINISTRY OF JUSTICE

Product/Service: DOMESTIC VIOLENCE AWARENESS

Creative Director: Avinash Sampath (Saatchi & Saatchi | Leo Burnett Amsterdam)

Creative Director: Tim Bishop (Saatchi & Saatchi | Leo Burnett Amsterdam)

Art Director: Julijus Rebic (Saatchi & Saatchi | Leo Burnett Amsterdam)

Copywriter: Wouter Kraaijvanger (Saatchi & Saatchi | Leo Burnett Amsterdam)

Art Director: Maarten Dobbelaar (Saatchi & Saatchi | Leo Burnett Amsterdam)

Account Director: Saskia Peters (Saatchi & Saatchi | Leo Burnett Amsterdam)

Account Manager: Noor van Bouwdijk (Saatchi & Saatchi | Leo Burnett Amsterdam)

Director: Hiba Vink (State 31)

Producer: Rogier Sol (State 31)

Online producer: Micha Schipper (Coz Media)

Media placement: Website - Online - 11.10.2010

Media placement: Banners - Online - 11.10.2010

Media placement: Online PR - Online - 11.10.2010



Summary of the Campaign

Situation: Over 60,000 women are victims of domestic abuse annually in The Netherlands. It was time to draw attention to this issue and get people to realise that there was a helpful solution - dialling the Helpline for advice whether you're a victim, perpetrator or witness.



Strategy: We launched a fake range of cosmetics called 'MY SECRETS.'

We promoted 'My Secrets' Cosmetics as a unique range that helped victims of domestic violence to mask their bruises, seal and shine cut lips, and remove blood stains.

Seeded across Holland's most popular fashion/beauty blogs, websites, and via banner-ads, mock-advertorials and an online film, we drove traffic to www.mysecretscosmetics.nl.

At the web-shop all was revealed - Don't cover up domestic violence. Call the helpline for advice.

And at the click of a button, people could then share the film and website with their social networks.



Outcome: People were first outraged then completely at praise for bringing this message to their attention.

National Media coverage, including a 3-minute feature on the Evening News.

Over 60,000 unique visitors to the website and has earned unpaid Media Value of over €70,000.

The biggest achievement was that this campaign caused a Parliamentary Discussion on this subject.



The Situation

The Ministry Of Justice in The Netherlands wanted to raise awareness for an issue that was on the increase - domestic violence. Over 60,000 women are victims of domestic abuse every year in The Netherlands. After repeated campaigns year after year, mere knowledge or facts about the issue did not seem to help.



The biggest challenge was to get the population to shake off their indifference and get them to realise that there was a helpful solution - dialling the number of the State Support Against Domestic Violence for advice whether you're a victim, perpetrator or witness.



The Goal

The goal was single-minded; get more people to be aware and in the know about the issue, and that the first-step to its solution was a phone call away.

Target Audience: Women across the country with active online lives, indifferent to this subject and unaware of this helpline.



Importantly, we needed to find a way to more than just educate, we needed to stir up emotions, and we needed to do so when they least expect it.

Researching the online behaviour of women, fashion/beauty blogs and websites score high on their surfing habits.



The Strategy

We created a fake range of cosmetics called 'MY SECRETS.' We promoted 'My Secrets' Cosmetics as a unique range of products (Black & Blue Eye Shadow, Sterilizing Moisturizer, Glue & Gloss Lipstick, Cover Cream) that helped victims of domestic violence to mask their bruises, seal and shine cut lips, and remove blood stains.



The Plan: We launched 'My Secrets' Cosmetics like a legitimate beauty product launch across all online platforms: mock-advertorials on Holland's leading fashion/beauty blogs and websites, banners on top-sites designed to look like classic beauty advertising, and an online film (a make-believe webcast of a show called 'Women&Business' that interviews the founder of 'My Secrets' Cosmetics). All of which drove traffic to the web-shop: mysecretscosmetics.nl, where people were 'promised' their FREE product pack. But here's where the truth was revealed - Don't cover up domestic violence. Call the helpline for advice.



Execution

This campaign ran for two weeks.

We started seeding the mock-advertorials on all of Holland's leading fashion/beauty websites and blogs which was instantly picked by the socialite Twitteratti.

We followed this with banner placements on Holland's leading news websites.

All the online activities drove traffic to the web-shop: mysecretscosmetics.nl, and when the truth was revealed, at the click of a button, one could share the film and website with their social networks.

As expected, the mock-advertorials, banners and the online film created curiosity and subsequently controversy.

It was only a matter of time before newspapers and magazines picked it up, but little did we expect RTL4 (the most watched commercial TV channel) to give it 3-minutes on the Evening News (including playing most of the online film). Which eventually led to the Parliamentary Discussion on the subject of Domestic Violence.



Documented Results

This campaign which started online, became a life of its own shortly.

The women who frequented the fashion/beauty blogs were first outraged then completely at praise for bringing this message to their attention. The campaign was picked up by National Newspapers and Magazines, and even got a 3-minute feature on the Evening News. The biggest achievement though - this campaign caused a Parliamentary Discussion on this subject.

A few numbers:

• Over 60,000 unique visitors to the website.

• Over 1,200 likes on Facebook.

• Over 500 tweets.

• This campaign has earned unpaid Media Value of €70,000.