In Islam, physically abusing a woman is prohibited. And if even a tap hurts one’s wife, it is not acceptable.

Yet, many men misuse phrases from religion as a justification for domestic violence; such as “If you want your wife’s attention, you may get it with a light tap. But do not leave a mark on her.” (Religious verse in Islam)

And light taps escalate to physical abuse and cause serious harm to women.

Using the tap mechanism on Instagram Stories, we shot and developed 4 frames of a young woman; each in an escalated stage of physical abuse. With every tap on screen, her face became more bruised; showing the lasting damage each tap can cause if the violence wasn’t nipped in the bud.

To amplify the campaign, we tagged influential men, and got them to support our message by sharing the story with their followers.

Additionally, people across the UAE are also being invited to raise awareness about this message by @dfwac, by sharing the images from the story and tagging @lifeof_farah and @dfwac. 

Popular female influencers and activists endorsed and shared the story too.