| Story | In Italy, a country with deeply entrenched patriarchal values, Sephora's mAI colpevoli campaign emerges as a powerful response to the persistent problem of gender-based violence and victim blaming. This initiative reflects Sephora's belief that self-awareness is fundamental to women's self-determination, addressing the ways in which women's freedom-through makeup, economic independence or clothing choices-is often compromised by social norms and partner dynamics. 26% of Italians still attribute women's experiences of violence to their clothing, highlighting a pervasive culture of victim blaming. By engaging on such a sensitive issue, Sephora not only aligns with its commitment to supporting women, but also fits into the growing public consciousness on gender issues, fueled by global movements such as #MeToo and a growing demand for corporate social responsibility in Italy. The campaign "mAI colpevoli" was created in observance of The International Day for the Elimination of Violence Against Women in Italy, aiming to shed light on the pervasive nature of victim blaming in society. We tasked an AI with generating three monologues that each portray a woman's perspective as a victim of violence. In addition to drawing from insights gathered online regarding gender-based violence, we collaborated with an artificial intelligence tool to create narratives that accurately portray common victim experiences. The AI, functioning as an impartial reflection of internet discourse, produced monologues wherein the victims themselves internalized blame for the violence they endured, often rationalizing the actions of the perpetrator. This starkly illustrates the entrenched nature of victim blaming within our culture, emphasizing the urgent need for awareness and dialogue to dismantle it and alleviate the burden of stigma faced by victims. These narratives were then translated into three films, directed by Viola Folador, that bring each compelling story to life. The awareness campaign "mAI colpevoli," translated as “never guilty,” supports the Pangea ETS Foundation. Using artificial intelligence to analyze and present narratives of violence from the perspective of victims, the campaign innovatively addresses public perceptions and media narratives that often stigmatize expressions of beauty and personality. mAI colpevoli leverages Sephora's influence on the beauty market and women's empowerment to foster cultural change, encourage public dialogue, and promote a more inclusive and empathetic view of society toward survivors of gender-based violence. |