Beauty has a habit of capturing attention and, as ads since the dawn of time have claimed, improving self-esteem. And Look Good Feel Better, a not-for-profit cancer-related charity, is embracing this combination for its soon-to-be-released ad campaign.
Designed by TBWA\Whybin and photographed by Charlie Smith, the print campaign aims to highlight the work of the charity, which runs morale-boosting workshops for women with cancer showing them how to disguise the sometimes visual side-effects of their treatment with simple make-up techniques.
“We needed to communicate the important link between the make-up and the image transformations we make possible for New Zealand women,” says Yvonne Brownlie, general manager of Look Good Feel Better. “The overall effect gives a fresh look, great relevance to the tools of the beauty trade and creates a very high impact in the process.”
“It’s the most uplifting thing watching a group of women experiencing cancer, walk out of a Look Good Feel Better workshop with their heads high, a smile on their faces and the sparkle back in their eyes,” says Brownlie.
Charlie Smith, of Charlie Smith photography, aimed to create something unusual so the campaign would rise above the rabble. And Jenny McMillan, account director at TBWA\Whybin, says he achieved his goal with the unique and eye-catching results.
The campaign is set to run in New Zealand women’s magazines over summer. And it’s safe to say it won’t be quite as controversial as this cancer campaign.