Moroccan TV program Sabahiyat has left a bad taste in the mouths of viewers after it ran a segment showing female viewers how to cover up domestic abuse injuries with makeup.
Airing last Wednesday, channel 2M's morning show brought on make-up artist Lilia Mouline to offer women tips. Specifically, tips on how to use make-up to "camouflage traces of violence."
Once the video was uploaded to social media, the condemnation was swift.
Using a model who was seemed to have the appearance of bruising on her face, Mouline said. "We hope these beauty tips will help you carry on with your daily life."
"Make sure to use loose powder to fix the makeup so if you have to work throughout the day, the bruises don't show," she said at one point in the 10-minute segment.
Women and men alike took to Facebook and Twitter to chastise the program.
"I think they missed the point...they should be stopping domestic violence and working towards creating laws programs and facilities in place to end it...not teach its victims to hide it from people," read one Facebook comment.
Another said: "This is probably the most tone-deaf thing I have witnessed on the internet — which in 2016 is saying a lot."
Adding fuel to the PR garbage fire, the segment was allegedly intended to promote International Day for the Elimination of Violence against Women on Nov. 25.
That fact did not go unnoticed by Moroccan women who created a Change.org petition in protest of the show.
"As Moroccan women and as feminist activists in Morocco, and in the name of all Moroccan people, we denounce the message of normalization with violence against women. We demand severe sanctions against this show, Sabahiyat, and the channel 2M," the creators of the petition wrote, demanding the High Authority of Audiovisual Communication (HACA) take action against the program.
"Do not cover domestic violence with makeup, condemn the aggressor!"
In response to the heat it was copping on social media, channel 2M released a statement of apology to viewers.
"Management believes that this section is completely inappropriate and has an editorial misjudgment given the sensitivity and seriousness of the issue of violence against women," it read.
"This approach is in total contradiction with the editorial line of the channel."
They topped off the statement by highlighting the station's "commitment for 27 years to the defense of women's rights."
Meanwhile, make-up artist Mouline told the Yabiladi that normalizing domestic violence was not her intention. "We are here to provide solutions to these women ... These women have already been subjected to moral humiliation and do not need to also have others looking at them.
"Makeup allows women to continue to live normally while waiting for justice."
Still not quite getting it, then.
If you or someone you know is experiencing domestic violence contact 1800 RESPECT (1800 737 732) to speak with a trained counsellor from the National Sexual Assault, Domestic Violence Counselling Service. For an international list of resources for your country, click here.