InkVisible.
Henna is the mark of a Pakistani bride. UN Women used it to draw what many marriages hide: a black eye, a cut, fingers closing around a neck, each paired with the domestic violence helpline.
- Brand
- UN Women
- Agency
- IMPACT BBDO
- Market
- Pakistan
- Region
- Global
- Year
- 2024
The challenge
The entry cites figures that 34% of married women in Pakistan face spousal abuse and that more than half don't report it. UN Women wanted women to know where to get help.
The idea
IMPACT BBDO painted henna bruises, cuts and strangle marks on the faces and necks of women, in executions including Black Eye Henna and Strangle Henna, each carrying the helpline number. Henna cones were printed with the number and henna artists were trained to pass it on to brides. It launched during the week marking the elimination of violence against women.
Results
- Calls to the hotline rose by almost 20%, according to the Dubai Lynx entry
- The entry says a sitting senator wore a henna bruise in parliament, prompting discussion of making marriage registrars tell brides about the helpline
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Clio Awards 2026Clio Awards / Culture & Influence / Cultural ResonanceSilver
- Dubai Lynx 2025Industry Craft – Art Direction: OutdoorBronze
- Dubai Lynx 2025Industry Craft – Art Direction: OutdoorBronze
Credits
- Creative agency
- IMPACT BBDO Dubai
- Production
- Dejavu
- Additional company
- Karma Kollective
- Chairman and CEO, Impact BBDO
- Dani Richa
- Chief Creative Officer, Impact BBDO
- Ali Rez
- Creative Director, Impact BBDO
- Rana Sadek
- Writer, Impact BBDO
- Maya Sfair
- Motion Designer, Impact BBDO
- Shoaib Ahmed
- Editor, Impact BBDO
- Sanil Chandran
- Head of Audio Visual, Impact BBDO
- Benjamin DeSouza
- Motion Designer, Impact BBDO
- Ahras Kasim
- National ECD, BBDO Pakistan
- Nasir Qureshi
- Art Director, Impact BBDO
- Minhaj Rafi
- Musician and Composer, Karma Kolectiv
- Zohaib Kazi
- Executive Producer, DejaVu
- Manasvi Gosalia
- Photographer, DejaVu
- Rohan Shresta
- Director, DejaVu
- Neelay Shah
- Producer, DejaVu
- Maarouf Bekdash
- Head of Production, DejaVu
- Kavya Iyer
- Head of Post Production, DejaVu
- Rafic Sawaya
- Traffic Manager, Impact BBDO
- Grenald Alves
- Photographer (freelance)
- Insiya Syed
