The Campaign

The most tragic part about child abuse is that it does not end with childhood. It leaves a mark on the victim. It changes the way they see themselves and it never leaves them. The idea was to show how these painful incidents become a part of their identity. While on the outside they seem normal, deep down the scars remain forever. This sad reality was depicted with the help of portraits of young girls whose faces are made of the violent acts committed on them.

Creative Execution

We released a series of three posters. Each had a portrait of a young girl. The choice of the illustration style was children's picture book art. Bright colors and free flowing hand drawn strokes were aptly chosen so that from a distance they speak of a world of innocence. But on closer inspection we see that their faces are made of the violent acts committed on them. This stark revelation aimed to capture the loss of innocence in a subtle yet tragic form. The line, ‘Child abuse lasts a lifetime’ captured the thought.

Indication of how successful the outcome was in the market

Our client, School of Life, aims to bring about a change in the mind set of people through communication, seminars and discussions. Child abuse is a taboo topic in India, people often don't want to discuss it and ignore the serious repercussions on the psyche of the victim. Our posters left a mark on the viewer, they started a conversation. Many schools and corporate houses came forward and took part in seminars and group activities. This lead to greater awareness of the issue and School of Life got more recognition for the work they do.

Our client, School of Life, aims to create awareness through communication that brings alive the serious repercussions of child abuse. Since the budgets were limited, we chose to communicate through posters in schools, colleges, counselling centers and corporate houses. Our target audience were young adults and their parents. Child abuse is an extremely sensitive issue, hence we did not pursue a direct or aggressive approach. We decided to speak to them in a subtle thought provoking manner.