To mark International Day for the Elimination of Violence Against Women, Australian skincare brand Biologi this week executed an awareness campaign for Rize Up Australia that reached an estimated 16 million people.
To support this campaign Biologi donated 100 per cent of online store profits for 24 hours to Rize Up (as well as opening up a channel for donations of all amounts through the Biologi website).
Domestic violence survivor Simone O’Brien fronted the campaign, alongside Biologi’s managing director Lucy Kuper and three other women who have all been affected by domestic violence. Telling their story through a powerful video (see below), the women in the campaign gave an honest account of their personal experiences and urged Australians to speak up when it comes to domestic violence.
Biologi’s campaign was originally centred around White Ribbon Day, however on the same day of filming the news came through that White Ribbon were going into liquidation. This news, combined with the recent statistics meant that now more than ever, Australia needs to continue to build awareness and support for local victims of domestic violence.
The campaign was further promoted through social media, with top tier names like actress Teresa Palmer, actress Gemma Pranita, model Jordan Simek, Sonny Bill Williams partner Lana Williams and model Oceana Strachan all promoting the cause on their social channels. Tapping into a powerful combined social media reach of 4,125,815, influencers posted the video along with personal messages and pleas to speak out against this epidemic.
Biologi’s campaign was rolled out via a flawless plan, headed by Biologi’s managing director Lucy Kuper. Speaking of the campaign, Kuper highlighted the importance of developing emotive assets that could touch the hearts of all Australians.
“It was important to us to develop a range of assets that were both heartfelt yet informative, enabling us to tell a powerful story through visuals. I personally have been affected by domestic violence so it was important to be able to honestly tell my story, which, unfortunately mimics the story of many other Australians. The shocking statistics that we saw just during one week alone in September where five women were killed in five separate Australian cases, is heart breaking,” she said.
“We saw a need to continue building awareness and support for domestic violence locally, especially since the future of White Ribbon was unstable at the time. Because we were raising money for Rize Up Australia, it was imperative to not allocate too much budget on the promotion side of things. Thankfully our wonderful network of customers, staff, family, brand ambassadors and influencers all rallied together to help us promote this campaign, reaching an astounding amount of people.
The result of this successful awareness campaign culminated in Biologi reaching an estimated 16 million, with over 4 million social reach, and raising $4,052.47 in just 24 hours for RizeUp Australia, whilst also prompting many Australians to speak up about domestic violence.