Driven by its theme “Adding Value to Beauty,” AVON has been fighting domestic violence since 2004. AVON aspired to create awareness of its social responsibilities by inviting 3,000 women to a seminar. It also called on social media users to urge others not to tolerate domestic violence with the hashtag #döngüyükır (break the cycle).
We created a rich media content for AVON on Elele Online, the Turkish woman’s online companion. We asked Elele Online visitors to watch AVON’s awareness film before visiting the site and invited them to join the #döngüyükır movement.