The viral campaigning for domestic violence has reached an unprecedented height; the makeup ad by Berlin-based women's organization Terre des Femmes brought to light this issue with its new makeup.
Together with the ad agency McCANN Germany, the women's organization created a makeup that contains blue-green greasepaint to showcase a battered bruised-up look that comes from being beaten. The makeup, which they named 'The Truth,' is being marketed as something that reveals rather than conceals. The video showcases women in a mall who go up to get a makeover, but are instead given a black eye. The women are visibly distraught at what they see in the mirror. The PR campaign was aimed to raise the issue of domestic violence in Germany.