Our Work - YSL: Abuse Is Not Love
Expanding YSL’s impact through influencers and social
The Brief
YSL’s Abuse Is Not Love is a cause platform to educate people on the 9 signs of intimate partner violence, to keep everybody safe.
Launching in 2020, the cause has trained over 1.3m people to spot the signs. But YSL wanted to level up its influencer strategy and tap into social trends to raise even more awareness.
The Work
We built an influencer strategy to spread the cause and drive their followers to the training with surprising content, while carefully navigating the sensitivity of the topic.
Tapping into existing social trends around relationship ‘icks’, ‘red flags’ and more, we gave influencers compelling ways in to talk about the signs of abusive relationships in ways their followers are already invested and interested in.
The Results
The work launched in November 2025 and is ongoing, with the content driving huge numbers of people to visit the site and take the training.
