IPRAS WomenforWomen: The Truth Unveiled

IPRAS WomenforWomen, an initiative that helps acid-attack victims with plastic surgery, increased awareness of domestic abuse in India by revealing the face of an acid attack victim for the first time ever on national TV.

Campaign details

Brand: IPRAS WomenforWomenAgency: Serviceplan Gruppe fuer innovative Kommunikation GmbH & Co. KGCountry: GERMANY

Marketing Context

Currently, India generally has a culture of silence and approval in regards to domestic abuse. These cultural norms are also reflected in the national media, where the faces of acid-attack victims are routinely blurred and obscured because they are deemed inappropriate for television. By blurring the damage and suffering caused by acid-attacks, the victims remain ignored and the culture of apathy towards domestic abuse is perpetuated. Because acid attack victims are blurred and obscured in the national media...

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