Avon Costa Rica is working to become a brand with purpose, creating and supporting campaigns for women empowerment and the defense of women’s rights. Their most recent local campaign, “Tips for always looking beautiful”, moves away from stereotypes and the focus of beauty only as physical to center on feelings and women’s confidence.

For this brief, an idea was requested to show support for the movement #NiUnaMenos (#NotOneLess), which aims to eliminate violence against women. Ideally, the project wanted to speak within the brand’s own role.

On this particular instance, the goal was not only to raise awareness amongst women and encourage them to report abuse and violence cases, but also to reach men with a direct and shocking message that would hopefully cause a reflection during one of the most critical moments: soccer games.

Calls to report women’s abuse spike up during soccer games in Costa Rica. Alcohol consumption and anger aggravate a problem that is already alarming on its own (24 femicides in 2018, with a population less than 5M).

Parallel to this, #NiUnaMenos movement has had a strong repercussion throughout Latin America, with massive protests, and has been referenced as an inspiration to other feminist movements around the globe.

The idea consisted on airing an impactful commercial during the most viewed soccer game in Costa Rica, “el Clásico” (equivalent to running an ad in the Super Bowl). “The Last Makeup”, shows a woman with closed eyes, having her makeup done by another person from whom we can only see a hand. The camera turns, and we discover that the woman is actually laying on a table, dead, her makeup being done by mortuary staff. Over the woman’s body, the hashtag #NiUnaMenos appears.

The strategy's purpose was impacting men during critical moments when violence against women tends to increase; from all the possibilities, soccer was chosen, the most problematic one. Furthermore, a relevant connection between the role of Avon products wanted to be created, and not a disconnected piece from the company, hence the emphasis of makeup in the commercial.

“The Last Makeup” aired simultaneously on TV during the most viewed local soccer game; on YouTube, Premiere format, which allows to raise an expectation on the piece; and on Avon’s social media (Facebook and Twitter). The TV spots were aired during the most premium placements of the game: just before kickoff, and before the second half started, when there’s the most attention from the audience.

The reaction towards the TV commercial was immediate. Women and men expressed the effect the piece had on them through Twitter and Facebook (tears, stirred emotions). The message had full support, there were no negative comments against it. It was rated as harsh, but necessary, and the brand was acclaimed for its bravery. The iniciative was praised for its message and relevance of the time it aired.

In a few hours, the commercial was retweeted by feminist groups outside Costa Rica, which turned it viral. The press from countries like Spain, Mexico, Argentina, Uruguay, and Honduras made echo of the piece and its repercussion. Thanks to this, the combined views exceeded the 2 million, and the number of impacts were around 5 million.