inches and time spent talking about celebrities is phenomenal and if we could own even a small piece of this it would help to raise awareness of domestic violence and also Women's Aid. In this gossip driven world if we thought a celebrity was suffering from a form of domestic abuse EVERYONE would be talking about it." From this came the idea of a series of portraits of female celebrities made-up to appear as though they had been the victims of abuse. Grey London recruited fashion photographer Rankin, known for his portraits of politicians and celebrities including Tony Blair, Kylie Minogue, and Queen Elizabeth II, to conduct the shoot. The team approached a number of women to star in the campaign but, due to scheduling conflicts and the lack of a campaign budget, securing dates for the photo-shoot proved difficult. In all, nine female celebrities, across a wide range of ages and ethnicities, were chosen: Honor Blackman, veteran actress and former Bond girl; Fern Britton, presenter of daytime television show This Morning; Fiona Bruce, newsreader for BBC News; Anne-Marie Duff, known for playing Fiona Gallagher on television drama Shameless; Anna Friel, known for playing Beth Jordache on the soap opera Brookside; Jemma Kidd, former fashion model; Miquita Oliver, television and radio personality; Fay Ripley, known for playing Jenny Gifford in the comedy drama series Cold Feet; and Kate Thornton, journalist and television presenter. The head and shoulder prosthetics were created by Nigel Booth, whose previous work includes prosthetic and make-up design on feature films such as The English Patient and Blade II. The launch of the campaign on 1 February 2007 was celebrated with a launch party at 11 Downing Street hosted by then-Chancellor of the Exchequer Gordon Brown and his wife Sarah. All appearances in magazines, newspapers, posters, on television and on radio were donated free of charge, as was the work of the featured celebrities, photographer, and the advertising agency. In all, the campaign received an estimated £30m of media exposure, including an eight-page feature in women's magazine Marie Claire with an editorial written by Marian Keyes. Reaction There was mixed reception to the campaign. Some were impressed with the impact of the images, such as Noel Bussey of Campaign magazine, who said: "Many agencies pull out their best work when it's for charity, but rarely is it this effective, so well shot or so close to the