UN Women exposes hidden abuse with henna in powerful campaign

UN Women has unveiled a new campaign titled "InkVisible" to combat domestic violence in Pakistan.

The campaign, created in collaboration with IMPACT BBDO, focuses on henna to inform women about a protection hotline in case of spousal abuse. 

The campaign features a series of films. One of which starts with a close up shot of henna being applied on skin. As the camera zooms out, it is revealed that the henna was applied around an eye of a woman dressed in bridal clothing. 

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From afar, the henna art looks like a bruised eye. A text which reads "1 in 3 married women face physical abuse" then comes on screen. 

The film ends with a call to action informing women to call the national helpline of the ministry of human rights if they are one of the women facing physical abuse, or knows someone who is. 

Another film takes on a similar approach. This time, henna is seen drawn on the neck of a woman who is dressed in bridal clothing too. From afar the henna mimics strangulation marks. The film then highlights that 56% of women who have faced violence have not sought help or discussed it with anyone. 

Similarly, it encourages viewers to call the helpline to report violence

"We used the very symbol of a joyous wedding - henna - to mark the bruises and injuries that married women in abusive relations endure: a black eye, marks of strangulation, a cut lip," said IMPACT BBDO in a LinkedIn statement. 

The campaign comes as women across the world celebrate International Women's Day on 8 March and Women's History Month, observed throughout the month of March. 

This month, brands have also put out campaigns to highlight the various discrimination women face in today's world. Closer to home, KFC Singapore unveiled a lighthearted campaign targeting fashion's tiny pocket problem. 

The campaign saw the release of a denim pocket that is spacious enough to fit all essentials in a jab to the tiny pockets women often received in their pair of jeans. 

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