CREATIVE IDEA

We created a special series of temporary tattoos of scars and bruises. These were launched on Women's Day, and been promoted by local celebrities, since they started to wear them and post their Insta/FB selfies with tagging the campaign line #hurtsmetoo. So they were soon followed by young women sharing their own wounded portraits on the social networks expressing their solidarity with the ones wearing real marks of real violence.

EXECUTION

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 had become the symbol of their 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 webshop. Their pictures traveled through the internet during several days gaining a massive media attention. Hundreds of Instagram users, communities, universities, publishing houses and stuff 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.

RESULTS

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, created 5m media impressions. It became prime time news, online and offline magazines published articles about it and it spread the international media too and finally the parliament decided to deal with this issue again.