As a matter of fact, Beautiful patterns of henna, instead of traditionally being drawn on hands and feet, form the shape of a black eye on a bride. Through this poignant look, the campaign seeks to raise awareness and reduce domestic abuse across Pakistan.
The striking imagery is designed to evoke a sense of urgency and to enlighten millions of married women that they can reach out to a national helpline for assistance.
Reports indicate that one in three married women experience physical and psychological abuse at the hands of their partners, with many refraining from reporting such incidents due to fears that the violence may intensify or because of societal stigma associated with divorce.
A primary objective of UN Women is to eradicate violence against women, striving to prevent and address all manifestations of such violence, including domestic abuse, sexual assault, and detrimental practices such as child marriage.
Ali Rez, Chief Creative Officer at IMPACT BBDO, said, “Strategically, we decided to focus on the irony that while a marriage is meant to be celebrated, often it becomes the gateway for abuse. We then looked for symbols of a happy marriage that we could pivot to use as a communication device, and henna of course stood out. Usually meant to adorn hands and feet, in our campaign henna was instead applied in places it had never been before: the areas where bruises often occur as a result of domestic violence.”
Henna artists who are invited to draw on brides’ hands and feet, were trained to instruct women on how to escape abuse.
The campaign produced films that were showcased at various events and distributed across multiple online platforms. Strategically placed posters targeted high-traffic areas for women in major Pakistani cities, and henna artists were trained to empower brides with knowledge about escaping abusive situations. Henna cones were also used featuring the national helpline number.
The immediate increase in calls to the national helpline following this initiative demonstrated its effectiveness in educating women.
Additionally, female members of the Pakistani parliament wearing henna resembling wounds and bruises have contributed not only to broadening the campaign’s reach but also prompted legislative discussions about protecting women from domestic violence.
This is not the first time henna is used to serve as a means to address sensitive issues, as a recent initiative in Saudi Arabia for OMO Arabia used it to spark conversations about women’s menstrual cycles.
In a country like Pakistan, where women’s freedom is often limited, these creative approaches are crucial for raising awareness and advocating for change. By engaging women in a culturally relevant manner, such initiatives have indeed the potential to foster dialogue and inspire action, making them invaluable for promoting women’s rights and addressing critical issues.
