Makeunder
When does behavior in a relationship cross the line into abuse?
Beauty Cares is an organization devoted to breaking the cycle of intimate partner abuse. It provides educational programs and events to build awareness and support for survivors and their children.
When Aryn Quinn, Beauty Cares' brilliant, passionate founder came to us, many communications already existed that spotlighted this violent intimidation and its devastating effects.
So we asked how could we bring something new and vital to the discussion. During our research with social workers in the shelter system we uncovered a critical, disturbing question that was largely missing from the dialogue: "When does bad behavior in a relationship cross the line into abuse?"
We conceived and wrote 'MakeUnder' to address this difficult-to-identify issue. 'MakeUnder' was co-directed with Sundance award-winning cinematographer, Dan Gold, with music by Glitterbomb Records artists Jami and The Vaporizers.
Beauty Cares deployed MakeUnder as a valuable component in the organization's fund raising efforts among corporate donors in the beauty and fashion community. It was also released with a text-to-donate function yielding significant contributions from the general public as well.