‘abuse is not love’ is ysl beauty’s csr program helping to fight against intimate partner violence. a wholistic approach from training ressources to online and offline activations to raise awareness and impulse people to take actions at their level. 1 in 3 women will experience abuse in their lifetime. it’s everyone’s fight.
learn to identify signs of abuse
Defining the specific identity of the 9 signs of abuse to help enrich the ecosystem of messaging related to each of them - but also in the way to work together to create the ‘entrapment’ experienced by the victims of abuse.
what to tell and how TO TELL IT
Define an uncluttered, simple tone of voice and share everyday life examples to make people relate. Especially the Gen Z population.
Help identify the shift from an unhealthy to an abusing relationship: the of an incident repetition and its severity.
Use very calendar opportunities to raise awareness on the subject. As a reminder, peaks of femicides happen at Valentine’s day.
Conceiving an online training in collaboration with Dr Beth Livingston, an IPV researcher. A training mixing insights and real situations to test the user’s perceptions.
Creating training material for NGOs about specific themes (eg.the issue of escalation).