The goal of this campaign is to expose the issue of domestic violence in India, an issue that is often not discussed because of the culture of silence surrounding it. For the campaign, I needed to create three print advertisements, each with a cohesive design, strategy, and visual solution.
In Indian culture, the bindi is often worn on a woman’s forehead as a symbol of marriage. Since my campaign is about domestic/marriage violence, I came up with the idea of somehow morphing this symbol of marriage into a symbol of violence. For my creative solution, I depicted the women’s’ bindis as various types of wounds – a gunshot, a cigarette burn, and a cut with stitches.