“Acid attack survivor fronts fashion book in new awareness campaign.”
Even within the realm of sustainable fashion, hazardous substances like sulfuric acid are still used in the manufacturing process. Unfortunately, these corrosives can also be misused for violent acid attacks.
Acid Survivors Trust International (ASTi) sought to shine a light on the fashion industry’s role in preventing acid violence. Collaborating with renowned photographer Rankin, ASTi created a groundbreaking Fashion LookBook that departs from the usual supermodels to feature acid attack survivor Patricia LeFranc. Her story, introduced by HRH Princess Anne, highlights the grim connection between acid attacks and the fashion industry—a link that has persisted for over a century through various materials such as cotton, silk, leather, wool, and denim.
The campaign challenged the fashion industry to reflect critically on its practices and their broader impacts.
The initiative garnered over 150 pieces of coverage, including features on the BBC, across more than 30 countries, and achieved 8.13 million views. It resulted in a staggering 10,000% increase in Instagram page views, over 500% rise in inquiries to ASTi, and a 35% boost in donations to the organization.
Explore the behind-the-scenes of the shoot with Rankin here and learn more about my involvement in the project here.
Awards:
One Show – Merit 2024
Clio – Shortlist 2024
New York Festival – 1 Shortlist, 2 Finalists 2024
Gerety – 2 Shortlists 2024
Cannes Lions – 2 shortlists 2024
My role:
Conducted research and developed the concept for the project, Directed the overall art and design vision, including branding and visual identity. Designed and crafted the book’s elements, ensuring alignment with the campaign’s objectives. Maintained strong client relationships to ensure their needs and feedback were incorporated. Developed and executed the PR strategy for the project to maximize its impact. Oversaw art direction and production for print materials. Collaborated closely with photographer Rankin to ensure the creative vision was realized during the shoot. Fostered a trusting relationship with Patricia LeFranc, the acid attack survivor featured in the campaign.
