The Dominican Republic is the 6th highest ranking country in the world for domestic violence. Only 10% of the victims name the offender through shame or fear. La Sirena the country's biggest retailer wanted to highlight the issue on the International Day for the Elimination of Violence against women.
They encouraged a range of leading female TV show hosts to start their broadcast wearing make-up to look as they have been physically abused. As viewers reacted on social media the bruising was removed during the course of the show before the host explained the purpose. The campaign was discussed across all the main TV channels encouraging viewers to end the silence