White Ribbon - Queens

AdStars Finalist

In Pakistan, one in three women suffer physical violence from their husbands - the issue is widespread but laws against it have had little or no impact in the past. Men of the country are not even aware that laws against domestic violence exist and can land them in jail - so to curb the issue admit the high rates of deaths and suicides, White Ribbon Pakistan launched a campaign specifically targeting the areas where men indulged in leisure activities.

A medium that puts the message right where the intended audience is - we chose to tweak the playing cards: a game that is associated with men, a game in which the woman card holds more value than the real women. We took the four Queens of the set and changed their designs slightly to visually represent the four kinds of prevalent forms of violence against women; Physical Abuse, Psychological Abuse, Emotional Abuse and Acid Attacks. These cards had a message that educated the viewer about the law against that specific abuse - creating awareness as the first step to end the evil actions.