Acid attacks, where corrosive acid is thrown on the face of women happens regularly in India. 3 per week on last count. The Govt. compensates survivors with USD 4800. But multiple rounds of facial reconstruction surgeries cost much more – USD 40,000. Donate a Face is an ongoing digital campaign by Chhanv Foundation to spread awareness about this situation and generate funds for their facial reconstruction surgeries. The campaign turned the self-indulgent act of taking a selfie into a tool for those who can’t take selfies – acid attack survivors. To do that, we created the faceless selfie, clicked by covering the face with a paper on which was written the url of our donation site – donateaface.org The idea spread the word on where to donate in a pervasive, cheap and most importantly fast manner. In just 15 days, 5000 people posted faceless selfies. Celebrities went all out to share the campaign video and post selfies. The campaign was reported by the biggest national dailies, web publishing sites, FM channels and new channels. All India Radio, the national FM channel with a reach of 99.9% population of the country, also covered the campaign. Generating a social reach of 25 million, impressions of 100 million, over 50 news headlines, free media worth 5 million USD and a 20% increase in donations. However, the biggest victory was creating the right environment for the landmark Supreme Court directive that made it mandatory for private hospitals to treat acid attack survivors for free.
Country : India
Agency : Cheil Worldwide
Advertiser : CHHANV Foundation
Donate a face (CHHANV Foundation)
One minute of Responsibility