We cooperated with the largest cosmetic chain in Israel, and inserted a hidden message into a line of 6,000 concealer powders, which were sold in dozens at the chain’s stores. A woman who bought a concealer powder could not know that there’s a message inside it, but at home, when she first opened the concealer powder, she found the message: “Enough concealing, end the violence cycle”, along with the helpline number.

The Guerilla concealer powder received free coverage in Israel’s daily newspapers and woman’s magazines, exposing our message and hotline number to 950,00 people, 25% of all adults in Israel!

An ancient Hebrew saying claims: “Whoever saves one life, saved the entire world”, so if we helped to save even one woman from violence, we accomplished our mission.