Our aim was to compel the public to look at violence against women from a different perspective, helping them understand that the horror of abuse does not end when the physical scars have healed. We designed a long poster depicting a series of close-up portraits of a woman who had been badly beaten. It shows her bruises fading successively, as her wounds heal. However, all is not as well as it seems, as the final section shows. This poster was placed in major train stations.

The poster sparked huge media interest, resulting in a spate of press articles and media interviews - generating additional publicity for WAO. During the publicity period, WAO received an increase of 32% in calls, which included 980 calls for counselling, reporting of violence, enquiries about law, promises of support and voluntary aid.