Make Love Not Scars: Beauty Tips by Reshma

This case study shows how Make Love not Scars (MLNS), an NGO dedicated to providing rehabilitation to acid attack victims, used a digital campaign to end the open sale of acid in India.

Advertiser: Make Love Not ScarsAgency: Ogilvy & MatherCountry: India

Objectives

Most effectiveness cases work towards improving business, here is one that is working to put something ‘out of business’. End open sale of acid.

Business was very good. That was really the problem.

Acid is sold and bought in India like soaps and facial creams.

Unfortunately it is also used like that – on people’s faces.

Pause a second and recollect an image of an ‘acid victim’. Did you shut your eyes?

We all do. Most of us can’t handle it, we try...

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