The best of non-profit advertising and marketing for social causes

My Secrets Cosmetics

My Secrets Cosmetics


A new product line just launched for women who are a victim of domestic violence.
The My Secrets Cosmetics collection contains great products to hide visual signs of abuse.

My Secrets Cosmetics is fake of course. It is the new campaign from the Dutch government together with the Dutch Steunpunt Huiselijk Geweld (Domestic Violence Support Centre).
The Dutch police reports approximately 64,000 cases of domestic violence every year. On the list of fatalities resulting from an unnatural cause domestic violence takes the second place after traffic accidents.

The campaign, which runs until November 7, contains tv-spots, radio-spots and the fake webshop My Secrets Cosmetics.

Ministeries van Justitie en Volksgezondheid, Welzijn en Sport
Saatchi & Saatchi / Leo Burnett / arc Amsterdam

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