AMMAR is a non-profit organization that promotes the protection of the rights and the health of sex workers. The problem is that it has no public support because of the prejudice people have towards prostitution.AMMAR needs people to change their perspective and see sex workers as any other human being. That’s the aim of the campaign, in which each piece pictures a hot line call that in the end turns out to be a daily situation of any ordinary housewife.

We reinvented the most popular communication media of the sex industry in Buenos Aires: Prostitute Calling Cards. We turned them into unfolding cards and placed them all over the city. When opened, the cards expose the real life of a sex worker, changing the picture people had of prostitution and increasing the awareness of this issue.

• For the first time, we used prostitute calling cards as a communication media, not to promote prostitution, but to protect its workers.• With a simple and cheap paper print, awareness was raised on this delicate issue.• Visits to Ammar’s site increased 30% and phone calls 45%. • The subject was socially installed for its public discussion.