In Hungary every 5th woman becomes a victim of domestic violence. The Hungarian Interchurch Aid dealed with this shocking problem many times before but this year in Hungary the topic is even more actual while the politicians neglected it in the parliament, and in media it became a target of mean jokes a several times.

So the goal was to draw the nation’s attention to this huge issue and to demonstrate by involving a younger, digitally more active target audience that it’s our own responsibility to talk about the problem.

We drew attention to this huge problem with the help of TATZ’s temporary designer tattoos and we also gave opportunity for everyone to show: the bruises of the maltreated women hurts them too.

We launched the campaign on International Women’s Day and asked women to buy the limited set of tattoos, put them on and upload selfies so the fake scars and bruises become symbolic and stand out.

Hungarian celebrities also volunteered to take part in the campaign so they uploaded selfies wearing the fake bruises using the #hurtsmetoo hashtag. Than we asked the users to follow them by buying the sets in various Hungarian designer shops our through TATZ’s website. Their pictures traveled through the internet for several days gaining massive media attention.

Finally the whole price of the “Bruises sets” was donated to the Safe House project of the Hungarian Interchurch Aid.

We launched the campaign on International Women’s Day and asked women to buy the limited set of tattoos, put them on and upload selfies so the fake scars and bruises become symbolic and stand out.

Hungarian celebrities also volunteered to take part in the campaign so they uploaded selfies wearing the fake bruises using the #hurtsmetoo hashtag. Than we asked the users to follow them by buying the sets in various Hungarian designer shops our through TATZ’s website. Their pictures traveled through the internet for several days gaining massive media attention.

Hundreds of Instagram users, communities, universities, publishing houses and staff teams at different pubs joined and stood out with their photos for the good deed. By putting on the tattoos the participants themselves had become our main platforms and the Instagram/Facebook campaign became a real social movement.

The TATZ designer tattoos immediately became a huge summer hit between young women. We exploited this trend and to gain huge reach we used them to communicate a radically different message.

Finally besides raising the nation’s attention we also collected money: the whole price of the “Bruises” limited tattoo sets was donated to the Safe House project of the Hungarian Interchurch Aid, which gives shelter for the maltreated women and their children.

The tattoos were sold out in two weeks, the campaign reached 30% of the total population, generated 800k likes and shares and created 5M media impressions.

It also became prime time news, online and offline magazines published articles about it, it spread through international media and finally the parliament decided to deal with this issue again.