Leo Burnett Change Aims to Shock with Cosmopolitan Cover

By Erik Oster 

Cosmo_Karma Nirvana coverLeo Burnett Change, a specialist arm of Leo Burnett dedicated to social change, designed an attention-grabbing cover for Cosmopolitan as part of an awareness campaign for Karma Nirvana, a UK charity aiding victims of so-called “honour-based violence.”

The cover (pictured above) was inspired by the death of of Shafilea Ahmed, a 17-year-old British-Pakistani woman who was suffocated to death by her parents in front of her siblings after refusing to honor an arranged marriage. It depicts a woman who appears to be suffocating, and is encased in a plastic wraparound. A 7-second online video, also created by Leo Burnett, depicts the cover being ripped open as a symbolic representation of the release of women from such violence. The harrowing cover will run on limited editions of the February issue of Cosmopolitan in the UK, and the video will run on the magazine’s social channels, including Facebook, Twitter, Vine and Instagram.



Creative Agency: Leo Burnett Change

Executive Creative Director: Justin Tindall

Creatives: Darren Keff and Phillip Meyler

Account Director: Chris Jackson, Sofia Sarkar

Photographer: Erin Mulvehill

Design: Tim Fletcher

Producer: Mickey Voaks

Production Co.: Messrs Group