When people think about domestic violence, there’s a natural association with bruises, cuts and scars. But Avon in partnership with Refuge want to change this perception and show that it can happen deeper into the skin.
To create awareness around the fact that domestic violence can also be emotional, financial, psychological, and happen in many other ways, we share the real story of Gemma, a woman who has suffered different kinds of violence on a past relationship.
Inspired by Instagram’s Sensitive Content Filter, we grabbed people’s attention by leading viewers to believe they were about to see a woman covered in bruises. What we revealed, again making the point that violence can happen deeper in the skin, was Gemma’s spotless face.