UMESH AHER-PHOTOGRAPHER The objective of the exercise was to shake people out of their apathy towards child rape and make them act. Stickers featuring small girls were put at various public places. (Toilet doors, weighing machines and telephone booths on railway platforms). The stickers were strategically placed on the keyholes on the objects so that the keyholes coincided with the private parts of the girls.This solution worked because the act of inserting a key into a keyhole is similar to the sexual act. As a result, a person is likely to visualise the whole act in his own mind. This self-created mental visualisation is highly disturbing and creates a violent antipathy against perpetrators of girl-child abuse. Leroy Alveres   Account Group Head   iContractSamir Shanbhag   Acount Director   iContractBimal Nair   Associate Vice President   iContractS. Swaminathan   Senior Vice President   iContract

Stickers featuring small girls were put at various public places. (Toilet doors, weighing machines and telephone booths on railway platforms). The stickers were strategically placed on the keyholes on the objects so that the keyholes coincided with the private parts of the girls.This solution worked because the act of inserting a key into a keyhole is similar to the sexual act. As a result, a person is likely to visualise the whole act in his own mind. This self-created mental visualisation is highly disturbing and creates a violent antipathy against perpetrators of girl-child abuse.

We targeted railway stations specifically. In Mumbai, six million people travel by train every day. We put up 5,000 stickers across 75 railway stations in Mumbai and adjacent towns. This gave us almost unrestricted high-quality access to our target audience at minimal cost. Volunteers from schools and the advertising agency carried out the actual act of sticking.