Campaign: You Are Beautiful
Agency: Lopez Negrete Communications
Launch: December 8
Objective: Mary Kay and its nonprofit The Mary Kay Foundation will launch the second annual “You Are Beautiful” effort this month to support domestic abuse awareness and prevention among Latina women in the US. The company will travel to women's shelters in Los Angeles and Washington to host parties and makeover events for domestic abuse survivors. Last year, company representatives visited New York, Miami, and Chicago for the initiative.
“We wanted to do this for Latinas because, culturally, they tend to stay longer in abusive relationships,” says Pio Del Castillo, corporate communications manager at Mary Kay. “It's frowned upon to leave your husband and kids.”
Idea: The Mary Kay Foundation has focused on protecting women since it was created in 1996. Over the last 15 years, the group has granted more than $28 million to domestic-violence prevention programs and shelters.
“You are Beautiful” seeks to help women of all ethnicities, but focuses on Latinas because of the lack of domestic-abuse information provided to this demographic, said Del Castillo. “Many women think there are no resources available to them in Spanish,” she explains.
Tools: Lopez Negrete, which has worked on Mary Kay projects for three years, will pitch the project to print and broadcast media outlets in both the Hispanic and general markets. The agency will also connect with women bloggers, some of whom are survivors of domestic violence.
Mary Kay will not promote the campaign through Facebook and Twitter, Del Castillo explains, because the privacy of women is very important to the company.
Measurement: Mary Kay will measure success by how it benefits the women at the shelters with which it partners.
“The Centers for Disease Control and Prevention revealed that three women are killed every day from a domestic-violence abuser,” Del Castillo says. “If one life is saved from abuse, that is the best success we can ask for.”