Situation: Over 60,000 women are victims of domestic abuse annually in The Netherlands. It was time to draw attention to this issue and get people to realise that there was a helpful solution - dialling the Helpline for advice whether you're a victim, perpetrator or witness.Strategy: We launched a fake range of cosmetics called 'MY SECRETS.' We promoted 'My Secrets' Cosmetics as a unique range that helped victims of domestic violence to mask their bruises, seal and shine cut lips, and remove blood stains.Seeded across Holland's most popular fashion/beauty blogs, websites, and via banner-ads, mock-advertorials and an online film, we drove traffic to www.mysecretscosmetics.nl.At the web-shop all was revealed - Don't cover up domestic violence. Call the helpline for advice.And at the click of a button, people could then share the film and website with their social networks.Outcome: People were first outraged then completely at praise for bringing this message to their attention.National Media coverage, including a 3-minute feature on the Evening News.Over 60,000 unique visitors to the website and has earned unpaid Media Value of over €70,000.The biggest achievement was that this campaign caused a Parliamentary Discussion on this subject.

This campaign ran for two weeks.We started seeding the mock-advertorials on all of Holland's leading fashion/beauty websites and blogs which was instantly picked by the socialite Twitteratti.We followed this with banner placements on Holland's leading news websites.All the online activities drove traffic to the web-shop: mysecretscosmetics.nl, and when the truth was revealed, at the click of a button, one could share the film and website with their social networks.As expected, the mock-advertorials, banners and the online film created curiosity and subsequently controversy.It was only a matter of time before newspapers and magazines picked it up, but little did we expect RTL4 (the most watched commercial TV channel) to give it 3-minutes on the Evening News (including playing most of the online film). Which eventually led to the Parliamentary Discussion on the subject of Domestic Violence.

This campaign which started online, became a life of its own shortly.The women who frequented the fashion/beauty blogs were first outraged then completely at praise for bringing this message to their attention. The campaign was picked up by National Newspapers and Magazines, and even got a 3-minute feature on the Evening News. The biggest achievement though - this campaign caused a Parliamentary Discussion on this subject.A few numbers:• Over 60,000 unique visitors to the website.• Over 1,200 likes on Facebook.• Over 500 tweets.• This campaign has earned unpaid Media Value of €70,000.