Let’s start off with some facts: 30% of all women worldwide have experienced abuse in their relationship. 49,5% of the world population are women, which leaves us with the uncomfortable certainty that almost one third of all women know what abuse in relationships feels like.
Yves Saint Laurent was a man known for his powerful and feminine designs, helping women to find their strength and beauty. He made tuxedos part of women’s wardrobe and empowered their independence in a male-dominated society.
Yves Saint Laurent Beauty is living up to his legacy working on the brand cause „Abuse is not love“. In collaboration with the non-profit organization initiative SICHERHEIM and the German NGO bff YSL draws attention to spousal violence – a topic often under-addressed in public discourse – and to provide direct assistance to victims.
The Paris agency BETC Etoile Rouge created the project’s logo, visual identity, campaign trailer and came up with a powerful name. A red, unharmed heart, breaking into pieces revealing the 9 key warning signs of an abusive relationship. Neglect, humiliation and isolation are just three of the problems that lead to the toxic, unequal and harmful life situation in which so many women are captured. The red colour crumbling from the heart feels like a warning sign. Women are getting hurt every day, physically and mentally.
„Abuse is not love,“ is the first piece of the puzzle and as such serves as the introduction and foretaste for campaigns to come. Together with SICHERHEIM and the NGO bff YSL Beauty wants to reach the goal of educating 2 million people around the world until 2030, thereby alerting us all: Everyone can help! Don’t look away.
by Leoni Teres Köhler