'Even with his beautiful words, you shouldn’t forgive an abuser.'

BEAUTIFUL WORDS is the key that makes the cycle of abuse repeats over and over again. Most of the victims stay in abusive relationships because an abuser apologizes and tries to make up with his victim by saying sweet words.

AMNESTY INTERNATIONAL wants to encourage victims to walk away and break the cycle of abusive relationships.

The campaign uses the stunning photography of bruise, wound and cigarette burn that portray those beautiful words which usually used by abusers to make them rethink and break the cycle of abuse by calling 1300 for help.

'Even with his beautiful words, you shouldn’t forgive an abuser.'

The campaign encourage victims to break up with the abusers by telling them that even with his beautiful words, the abuse will happen again.

The stunning photography of bruise, wound and cigarette burn that portray those beautiful words which usually used by abusers was shot and crafted to convince victims to reconsider breaking the cycle of abuse by calling 1300 for help.

- 20 million media impressions

- 3,000 social share

- 1300 hotline’s call increased by 58% since the launch of the campaign.