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YSL Beauty’s fight to end intimate partner violence in South Africa

The iconic beauty brand hopes to implement primary intervention programmes by entering a three-year partnership with local NPOs

By Tayla Sassen
YSL Abuse is Not Love Logo © Supplied

Yves Saint Laurent Beauty recently launched the ‘Abuse Is Not Love’ initiative in South Africa with a special event on the International Day for the Elimination of Violence Against Women (25 November 2022). By partnering with Agisanang Domestic Abuse Prevention & Training (ADAPT), the global beauty brand has educated over 260 students on the warning signs of abuse, how to report it, and how to be a good ally to those in abusive relationships.

This initiative helps combat intimate partner violence by supporting the prevention programmes NPOs (non-profit organisations) across the globe have set up to help people understand the early signs of abuse and how to stop it. Over the last couple of years, ‘Abuse Is Not Love’ has helped over 267,000 people in 25 countries learn how to drive change in their communities and fight against this pandemic of violence.

YSL Abuse is Not Love ADAPT Logo © Supplied

YSL Beauty hopes to support ADAPT in rolling out prevention programmes on university campuses across the country. This training will also be extended to YSL Beauty’s local corporate employees. YSL Beauty and ADAPT hope that these collective efforts will see as many South African people as possible educated about intimate partner violence by 2025.

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