Most domestic violence is a repeat offence. Police statics show that 1 in 4 men charged is a repeat offender. Abuse escalates till it becomes the new normal. But vulnerable women live in denial or stay silent and remain trapped in the endless cycle of violence, not realizing that the first time is a crime.

We used the power of Facebook targeting to reach women in relationships, specially in the top 10 cities with the highest incidence of domestic violence. The ads were served directly and only on their personal mobile Facebook timelines. Many women feel ashamed or afraid to talk about abuse even to their friends so we made it safe for them to open up. The ads directly opened into messenger where women could confide in the Chatbot Shakti – safely and privately, without feeling judged. Built with the intelligence of professional counsellors, Shakti could provide counsel, comfort fears and extend support, empowering women to break the cycle of abuse.