The Campaign

The Idea Create a set of typography with each letters made from domestic abuse gestures. Make each abusive gestures relevant to the topic of the spoken words. The "words" are common excuses used to cover up the cause of bruises. The "fonts" are uncommonly resembles the gestures of what might be the cause of the bruises.

Creative Execution

The Execution. As in real life, we often hear the excuses, but on looking deeper we discover the truth. So we used two talents to form the word (excuses) commonly used by abuse victims. But on closer inspection, we see the ‘real’ truth illustrated by the postures and expression of the victims.

Indication of how successful the outcome was in the market

The Results. People were directed to the foundation’s website where they could get more information about this topic and also a contact number and email for them reach out should they need help.

The Strategy. Expose the truth behind the excuses. Kalyana Shira Foundation is a Non-profit organization founded by a famous female movie director. One of her mission is to empower women in Indonesia through workshops and counselings. To communicate our message about the hidden truth behind domestic abuse, we created the "read behind the spoken words" print materials and placed them at beauty shops. Right in front of "foundation powders" section where women usually try the products to cover up their bruisers.