Acid attack survivor looks at teardrop for award-winning healthcare advertising agency campaign


Every year over 1500 acid attacks occur globally, with many more unreported. 

ASTi wanted to convince fashion and textiles CEOs to commit to safer practices around the handling and storage of sulphuric acid, widely used in their industrial processes.

We partnered with world-renowned fashion photographer, Rankin, to create the Tear Couture Look Book. Endorsed by HRH Princess Anne, it tells the story of acid attack survivor Patricia Lefranc in the format of a seasonal fashion look book.

Patricia’s story was heard the world over; 150+ pieces of press coverage across 30+ countries achieved 8 million+ views from a global audience of billions, alongside social media support from Nicole Scherzinger, Katie Piper and Tracey Emin.

Awards won*

The Creative Floor and Creative Circle

*This is a follow-up to the award-winning 2022 “Tear Couture” campaign