|Title||BEAUTY TIPS BY RESHMA|
|Brand||MAKE LOVE NOT SCARS|
|Product / Service||ACID ATTACK|
|Category||A08. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||OGILVY & MATHER MUMBAI, INDIA|
|Idea Creation||OGILVY & MATHER MUMBAI, INDIA|
|Rajiv Rao||Ogilvy & Mather||National Creative Director|
|Piyush Pandey||Ogilvy & Mather||Chief Creative Officer|
|Harshad Rajadhyaksha||Ogilvy & Mather||Executive Creative Director|
|Kainaz Karmakar||Ogilvy & Mather||Executive Creative Director|
|Geetanjali Jaiswal||Ogilvy & Mather||Associate Creative Director|
|Harshik Suraiya||Ogilvy & Mather||Associate Creative Director|
|Prem Narayan||Ogilvy & Mather||Planning Director|
|Neha Shah||Ogilvy & Mather||Account Supervisor|
|Rima Wadhwa||Ogilvy & Mather||Account Supervisor|
|Atul Kattukaran||First December||Director|
|Ganesh Pareek||First December||Producer|
|Shouvik Basu||Ten Films||Producer|
|Vinit Bhatt||Vinit Bhatt Photography||Photographer|
|Prasad Naik||Prasad Naik Studio||Photographer|
|Bharat Nayak||The Logical Indian||Social Media Manager|
We thought whose plea to end acid sale would be more compelling than an acid attack survivor’s. Reshma, an acid attack survivor was made the NGO’s spokesperson. She shared beauty tips in a series of beauty vlogs called ‘Beauty Tips by Reshma’. Each vlog ended with a plea to crowd source signatures on a petition addressed to the Prime Minister of India for enforcing the ban on open sale of acid.
A series of beauty vlogs were launched on YouTube, where an acid attack survivor Reshma shares beauty tips with the world. Each vlog ended with a plea to crowd source signatures on a petition addressed to the Prime Minister of India for enforcing the ban on open sale of acid.
Reshma’s plea instantly triggered a global conversation. In a matter of few days, the campaign received acknowledgement and appreciation from the likes of Reuters, The New York Times, Time, The Wall Street Journal, Daily Mail, Mashable, The Independent, Huffington Post, Public Radio International, BBC, Discovery and many more. Celebrities like Ashton Kutcher, Amy Poehler, Amitabh Bachchan, Sachin Tendulkar; Indian politician and national spokesperson of Bharatiya Janta Party - Sambit Patra; influencers like Sherly Sandberg, Jacqueline Novogratz and many more spoke for the cause on social media. The vlogs have over 1.7 million views and 314,000 signatures from all parts of the world. PR worth USD 17 MM was generated at zero cost. The NGO was encouraged to turn the campaign into a fundraiser. August 31, 2015: End Acid Sale campaign begins. May 23, 2016: Indian States start enforcing the ban.
90% of acid attack victims are women. We knew they would be most empathetic to the cause. The question was how do we reach women online? We sought what do women search online. It wasn’t acid attack. Instead it was ‘Do it yourself Beauty Videos’. Beauty Videos and Acid Attack – it was the perfect contradiction. That’s how Beauty Tips by Reshma, an acid attack survivor became the big idea.