Our client, School of Life, is a NGO that aims to create a world free of abuse and violence against children. Their main challenge is lack of awareness. Child abuse is still a taboo topic and parents don’t realise that such incidents can leave the child scarred for life. Since the budgets were limited, the challenge was to propose clutter breaking communication which does not rest on expensive execution or lavish media spends.

We released a series of three posters. Each had a portrait of a young girl. The choice of the illustration style was children's picture book art. Bright colors and free flowing hand drawn strokes were aptly chosen so that from a distance they speak of a world of innocence. But on closer inspection we see that their faces are made of the violent acts committed on them. This stark revelation aimed to capture the loss of innocence in a subtle yet tragic form. The line, ‘Child abuse lasts a lifetime’ captured the thought.