Bitmama Reply develops campaign to raise awareness on psychological violence
Saugella and D.i.Re have launched the 'Under the Skin' campaign, designed by agency Bitmama Reply, to address hidden psychological abuse.
Saugella, a brand under Cooper Consumer Health, has renewed its partnership with D.i.Re, a network against gender-based violence, to address the issue of psychological abuse. The campaign, titled "Under the Skin," was created by Bitmama Reply, the creative agency of the Reply group.
According to data from D.i.Re, psychological violence is the most prevalent form of abuse against women in Italy. The campaign uses a limited edition of Saugella's Dermoliquido product, featuring a double-label design that reveals phrases associated with psychological abuse once the outer layer is removed. Bitmama Reply's Chief Creative Officer Nicola Gotti noted that the intent is to transform a consumer product into a tool for social awareness.
In addition to the creative campaign, Saugella continues to fund an anonymous online chat service that connects women with specialized support staff. Since its inception in 2024, the service has assisted approximately 160 women. Saugella emphasized that its financial contribution to the network remains independent of product sales.