Make Love Not Scars has rolled out an extension to its #EndAcidSale campaign that raises awareness against acid attacks, with #SkillsNotScars. This campaign has been conceptualised by Ogilvy.
This campaign makes an appeal to hire those who have been hit with an acid attack. Through a video each, a babysitter (above) and a girl who has worked at a beauty parlour, present their CVs as they seek employment.
Kainaz Karmakar and Harshad Rajadhyaksha, executive creative directors, Ogilvy Mumbai, said, "Acid-attack survivors face the added unfairness of the world cringing at the sight of their scarred faces. A huge part of the fight back against this evil, is for society to accept these innocent victims back into the social fold. And there can be no greater support than to look beyond their scars and employ these girls for the skills they bring to the table. A cause as powerful and rich in intent, also deserved an equally powerful communication. That’s where the uniqueness of ‘Video CVs’ as a format will get the world to sit up and take notice, we believe. We are very glad that after having put the cause of acid-attack survivors on the world stage last year, our team has been able to take this meaningful next step to bring dignity and financial freedom to these brave girls. We are equally glad to partner Ria Sharma, our MLNS client whose passion for this cause is unmatched."
Harshik Suraiya, associate creative director, Ogilvy Mumbai, added, "More than anything else this has been a journey of learning for me. The courage, the spirit and the smile on the faces of these survivors has taught me that life is what you make of it. I hope the courage they have shown in this campaign is supported by equal courage from the world and they are welcomed with open arms and open minds."
The campaign will feature more videos. Along with these videos, a job portal has been created for acid attack survivors.
Client: Make Love Not Scars
Creative agency: Ogilvy & Mather Mumbai
National creative director: Rajiv Rao
Executive creative directors: Kainaz Karmakar and Harshad Rajadhyaksha
Creative team: Harshik Suraiya, Geetanjali Jaiswal, Kumar Suryawanshi, Harshada Shinde and Jason Samuels