Domestic violence survivor is the face of Lancôme's new campaign
Former "Australian of the Year" and domestic violence survivor, Rosie Batty has dedicated her life to raising funds to support the people affected by family violence. Now, she's taking a different approach to raising awareness -- partnering with French cosmetic brand Lancôme for a new campaign.
The face of the brand's new "Love Your Age" campaign, Batty told Fairfax Media, "I was immediately interested in the campaign, as family violence hasn't had support from outside of the women's services sector, so to partner with a brand that is female-focused and has such a large reach will do great things to get our message out there."
54-year-old Batty has spent a large portion of her career promoting public awareness of domestic violence in Australia, ever since she was abused by her ex-partner, Greg Anderson, who in 2014 murdered their 11-year-old son Luke. Hence the creation of the Luke Batty Foundation.
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Lancôme Australia’s marketing manager, Lucy Bradshaw, told Elle she was shocked that statistics reportedly show that one in three Australian women experience domestic violence. "As Rosie Batty so clearly articulates, this epidemic does not discriminate and we felt we should participate and help stop this tragic Australian statistic," she said.
"Happiness is a pure joy that all women should feel, and can only be achieved when we feel safe and secure."
On Oct. 11, Lancôme will host a national fundraising day, where every dollar donated to the Luke Batty Foundation will be matched by the brand.
Jerico Mandybur is the editor of Mashable Australia. Previously, she worked as a digital editor at SBS, Oyster Mag, MTV and ASOS. Tweet her at @jerico_m.
