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In Belgium, 0800 30 030 (or 1712 for Belgium’s Dutch-speaking part) is a helpline for victims of domestic violence. On this number, highly-trained advisers empower callers to understand their options, support them in making decisions, and increase their safety by finding a refuge place or other specialist services.

Unfortunately, the number isn’t known by many.
To promote this valuable helpline, we used a powerful metaphor to demonstrate its benefits.

Inspired by the skincare industry, we created a real moisturising cream named after our helpline and backed by three simple words defining the helpline’s mission.

Soothes, Protects, Rebuilds

We launched our new hand cream through a print ad with samples in the most popular Belgian magazines, imitating traditional skincare ads.

We took over the helpline’s social channels and designed them as a skincare brand, allowing us to create a series of social posts to raise awareness and reach a wider audience through a targeted paid media plan.

Our products were distributed, for free, in hundreds of pharmacies around the country.