Each year one million Brazilian are physically abused: 4 out of 10 women are assaulted inside their homes. “Maria da Penha” Law ensured severe punishments for men.
The Avon representatives entered the homes of thousands of other women introducing Avon 180 Make-up line, the first make-up line of empty cosmetics that don’t cover up the sides of abuse.
Domestic violence against women
Advertising Agency: NewStyle, São Paulo, (Brazil)
Creative Directors: Claudio Xavier, Thomas Tagliaferro, Danilo Vizagre
Art Director: André Kovadloff
Copywriter: Lucas Maia dos Anjos
The Avon 180 make-up line was based on brazilian national domestic violence hotline : 180.