This makeup tutorial from Ogilvy & Mather isn’t what it seems
A bold statement: This makeup tutorial from Ogilvy & Mather isn’t what it seems.
The provocative spot is actually a PSA highlighting an aspect of violence against women in India: acid attacks. According to Make Love Not Scars, there are 1,000 violent acid attack cases reported every year and 90 per cent of the victims are women. In “Beauty Tips by Reshma”, Reshma Bano Qureshi promises to teach her viewers “how to get perfect red lips” – but this one goes beyond priming and application.
After sharing her cosmetic tips, 18-year-old Reshma speaks about her far more striking facial features. She is missing her left eye, and her skin is badly scarred from an attack in Northern India last year by her estranged brother-in-law and a group of men who held her down and poured sulphuric acid on her face. According to her family, two of her attacker’s accomplices were never caught.
In her video, Reshma, composed and brave, explains how easy it is for attackers to buy concentrated acid at a market as it is for her to buy a tube of lipstick — and sometimes, it is cheaper: “You’ll find red lipstick easily in the market…just like concentrated acid. This is the reason why, everyday a girl becomes a victim of an acid attack.” The video, one of several created for the group Make Love Not Scars, has racked up more than 1.1 million views and led to the hashtag #EndAcidSale.
In the evocative and attention-grabbing spot, Reshma calls on viewers to sign a petition to enforce a ban on the open sale of acid by clicking a link.
In accompanying spots Reshma appears to be teaching you “how to apply eyeliner” as well as “how to get rid of dark spots naturally”.
Make Love Not Scars (MLNS) is a non government organisation dedicated to provide acid attack victims an opportunity to regain their life on their own terms.
“[It] started off as an idea for a website where acid attack survivors can have a page for themselves and showcase their talents and stories through weekly video blogs,” says MLNS. “However, MLNS realiSed that victims needed a great deal of supporter to help them regain confidence and be able to move forward in life.
“MLNS attempts to show each survivor as individual talented victims of a heinous crime. MLNS provides an active, survivor-centric, dynamic page for each survivor because each survivor is unique with their own stories and talents to show case. MLNS is solely based on volunteer and pro bono efforts.”
21 September 2015
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