This domestic violence campaign uses FaceApp to turn men into abused women

VMLY&R Colombia highlights the country's lockdown death toll by encouraging men to participate

Published On
Jul 07, 2020

Editor's Pick

The latest campaign to draw attention to the massive problem of domestic abuse during the coronavirus pandemic comes form Colombia, where charity Maisa Foundation took advantage of a popular social media trend to highlight the country's terrible death toll.

Tragically, a horrific104 women have been murdered during the lockdown in Colombia. To draw attention to this, agency VMLY&R used popular app FaceApp, which allows men to turn themselves into their female doppelgangers and vice versa, to get men to think about what it would be like to be an abused woman.

The campaign launched on the foundation´s Instagram feed using FaceApp photos to portray abused women with the hashtag #ItWouldbeLike. With the help of influncers, men were then invited to create their own posts, sharing their own FaceApp photos with added wounds and bruises using the hashtag. 




Jul 07, 2020
Client :
Agency :
Chief Creative Officer :
Santiago Cuesta
Creative Director :
Andrés Bolivar
Art Director :
Andrés Gomez
Art Director :
Cristian Forero
Copywriter :
Santiago Gómez

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