The brief challenged us to create from scratch a purpose-driven social campaign for The International Day for the Elimination of Violence Against Women. To give some context, still today in Italy, when a woman is a victim of violence, she finds herself being considered responsible for what happened rather than the victim. Moreover, in the period leading up to the campaign, the public debate had been dominated by controversy related to certain statements made during a famous TV program where the TV host stated that if a girl drinks some cocktails she is more likely to meet "the wolf" (the perpetrator).

With this campaign, our goal was to demonstrate the existence of prejudice against women victims of violence to the point that they feel guilty. Specifically to make a broader target audience understand how language often plays a crucial role in victim-blaming, with a focus on women themselves.

mAI colpevoli was created in observance of The International Day for the Elimination of Violence Against Women, aiming to shed light on the pervasive nature of victim blaming in society. We tasked an AI with generating three monologues that each portray a woman's perspective as a victim of violence.

In addition to drawing from insights gathered online regarding gender-based violence, we collaborated with the AI tool to create narratives that accurately portray common victim experiences. The AI, functioning as an impartial reflection of internet discourse, produced monologues wherein the victims themselves internalized blame for the violence they endured, often rationalizing the actions of the perpetrator.

These narratives were then translated into three films, the most effective medium today for reaching the widest possible audience, giving voice to different types of violence: at home, in a bar, and in the workplace.

mAI colpevoli was inspired by the insight that victim blaming is widespread in society, especially in cases of gender-based violence. In fact, many victims blame themselves. Our goal was to shed light on how common victim blaming (and by extension, self-blame) is, and to challenge the cultural biases that perpetuate it, working both on social media and press.

By targeting both media outlets and individuals aged 18-55, encompassing men and women, we effectively disseminated the videos and message through press releases, interview opportunities, and organic public relations efforts, ensuring broad exposure and resonance for the impactful message.

For the campaign we created three main long-form videos, preceded by three teaser videos. These contents were published on all Sephora social channels: YouTube, Instagram, Facebook, TikTok and X. To give national and international buzz to the campaign the approach to PR included also interviews and coverage on some magazines

The campaign featured three long-form and teaser videos including a countdown, online comments on victim blaming and input given to the AI with a short excerpt from the video set at the bar. In collaboration with the Pangea Foundation, Sephora hosted makeup seminars on self-confidence and, on November 25, distributed receipts to customers with the contact details of the anti-violence service REAMA.

Using the feed, stories and reel of Sephora's social media channels on YouTube, Instagram, Facebook, TikTok, X, mAI colpevoli began as a campaign intended for Italy but has had a great international buzz; in fact, it has been echoed by many publications around the world, Germany, Brazil, Japan, Turkey, Peru.

The process began with research to understand the context and dynamics of victim blaming. We developed a narrative strategy using artificial intelligence to reflect these biases, creating video content depicting stories of gender violence. Collaboration with associations ensured the message was action-oriented. Social media use facilitated widespread distribution and public involvement.

Set design and photography were also key parts of the execution. The set design for the reconstruction of the 3 environments where the victims' suffering was rendered by loose objects (eg. the glass and bottle in the bar). The photography for the final lighting change, with colors related to feminism and guilt amplified by the narrowing of the framing format.

The brand image has been strengthened by the campaign, as users saw their values represented and, for this reason, on social media, they showed solidarity by defending Sephora from haters through brand advocacy. mAI colpevoli gave great relevance to Sephora’s commitment drawing huge attention via press and PR to the inherent male bias in AI and how it echoes a real problem in society.

The campaign has received local and global press coverage and attention, including Germany, the UK, Brazil, Japan, Turkey, Peru, and the USA. It has reached 12 million impressions, which is more than the 8 million we had estimated. It has drawn significant attention via PR to the inherent bias in AI and how it echoes a real problem in society, engaging with 190 million video views and more than 10,000 clicks.

While mAI colpevoli has shed light on a sadly still widespread cultural phenomenon, it has also shown a growing sensitivity: women are aware of the existence of these prejudices, while a percentage of the male population is starting to support them towards gender equality.

The brand image has been strengthened by the campaign. Users saw their values represented and, for this reason, on social media, they showed solidarity by defending Sephora from haters through brand advocacy.