AVON Worldwide
Lovestrong
Role: Creative lead, art director and copywriter
The brief
Traditional domestic violence campaigns often focus on extreme violent acts, overlooking the crucial early signs of abuse where intervention is most effective. Avon, a key player in ending violence against women and girls, recognised the need to educate young women on these subtle indicators.
The solution
The concept of Lovestrong is all about teaching people what is and isn't love – the difference between a caring and controlling relationship. Through a campaign film, a TikTok series and web page, the campaign highlights the fact that indicators of abuse don’t coming with a huge warning sign. The content educates on the early, subtle signs of abuse and empowers women to recognise them. Though it is in no way a woman’s responsibility to prevent abuse, understanding our own and each other's relationships can be live-changing.
The solution
The concept of Lovestrong is all about teaching people what is and isn't love – the difference between a caring and controlling relationship. The educational campaign highlights the subtle signs of abuse and empowers women to recognise them. Though it is in no way a woman’s responsibility to prevent abuse, understanding our own and each other's relationships can be live-changing.
The impact
The Lovestrong campaign significantly increased awareness of early abuse signs, empowering women to recognise and address them for their own safety and that of others. The campaign's message resonated widely, evidenced by 1000s of visits to the website and views across TikTok, Instagram and YouTube.​
![Avon Lovestrong - hero film [4k 16x9 AVC].gif](https://static.wixstatic.com/media/90ad4e_3f1f3b13d0ff4b4f880fa50e0bccf612~mv2.gif/v1/fill/w_476,h_267,al_c,usm_0.66_1.00_0.01,pstr/90ad4e_3f1f3b13d0ff4b4f880fa50e0bccf612~mv2.gif)
