Vult
This is More Than a Lipstick
THE ASK
A third of women in Brazil have suffered domestic violence. For those who have lost their teeth as a result of aggression, rebuilding their lives becomes that much harder.
Vult has been working to change that. The Brazilian makeup brand has spent more than 20 years supporting female independence in the country while making beauty accessible. “This is More Than a Lipstick” was a social product and campaign created to give smiles back to victims of domestic violence.
With 100% of proceeds from every lipstick sold going to the NGO Turma do Bem, the initiative was an opportunity to help women regain confidence, independence and the chance to start again.
our RESPONSE
We took a community-rooted approach to the initiative. A diverse group of influencers – many with personal experience of domestic violence – activated their own networks to drive sales and increase access to dental treatments. PR kits helped the campaign spread organically, as public figures and local personalities joined the movement and amplified it within their own regions and communities.
To reach women most at risk, we also deployed targeted media in high-incidence areas, including placements near police stations where domestic violence reports are filed, ensuring the message found those who needed support most.
the RESULTS
+200
Organic Publications
+246%
The most shared content in the brand’s history
100M+
