Lancôme has always made a point to celebrate women of all ages, but its latest campaign featuring 2015 Australian of the Year Rosie Batty is an empowering step in a whole new direction. Part of the Génefique 'Love Your Age' campaign, the upcoming film aims to raise awareness of one of the most pertinent issues affecting women and families in Australia: domestic violence. The campaign will culminate in national fundraising day on October 11 to support the Luke Batty Foundation where every dollar raised will be matched by Lancôme.
"Lancôme is a brand dedicated to women with a clear promise to make women's lives happier," explains Rosie Batty. "The comradeship of women, the support of women is what makes us strong and in so many ways, stronger because we can draw from other women around us for their support." Batty has been a famous campaigner against domestic violence ever since the tragic death of her 11-year-old son Luke at the hands of his father and estranged husband. Her tireless advocacy and astounding strength of character made her a natural choice for Australian of the Year in 2015.
"I was shocked at the statistics of 1 in 3 Australian woman suffer from domestic violence and felt that a brand dedicated to women has a role and a responsibility to support social issues that affect women," says Lucy Bradshaw, marketing manager of Lancôme Australia. "As Rosie Batty so clearly articulates, this epidemic does not discriminate and we felt we should participate and help stop this tragic Australian statistic."
You can donate to the Luke Batty Foundation at essential.nationbuilder.com/donate and email Lancome.LukeBatty@loreal.com for more info.