The purpose of this campaign was to raise awareness of the toxic and dangerous chemicals present in the everyday products women were using on their bodies. Environmental Defence is an organization that tries to create change by connecting people with environmental issues that affect their daily lives in their homes, workplaces, and neighbourhoods.

 

With this campaign, they were looking to gain support to help rally the government into creating stricter laws on ingredients used in cosmetics in Canada.

Environmental Defence Ads

While more and more consumers are becoming more concious of what they buy, a lot of cosmetics companies are getting away with containing harmful ingredients by not being required by law to list them on packaging, let alone remove them completely. This means many consumers are unaware of the dangers of what they are putting on their bodies on a daily basis.

These print ads were meant to weaponize the types of products that contain these toxic chemicals; to demonstrate that they have just as much power to harm, but in much more pervasive ways.