The brief was to raise awareness of the charity and the realities of domestic abuse. The idea for the work, which comprises a free sample of concealer make-up, is great. Its message is simple and powerful: a woman is assaulted an average of 35 times before she contacts the police. It is just the kind of thing to get people talking at the water cooler, as this fact is especially shocking and thought-provoking. The execution is emotionally hard-hitting and has an emphatic call to action.
The use of creative media is clever, too. The packs were handed out in shopping centres and at stations, and left behind in gyms, salons and toilets across London; the agency has thought carefully about where it would have most impact. It's this kind of targeting, along with the ambient approach, that demonstrates the team's creative prowess.
What's most impressive is that the work gets to the heart of the problem: the cover-ups have simply got to stop if the scourge of domestic violence is to even start to be solved.
Design: Craik Jones Watson Mitchell Voelkel.
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