Even though India is a male dominated society, it is a country that always puts family first. And a country that thinks with its heart. We learnt that the men who abused their wives, somehow still treated their kids well and considered themselves to be a protector. Domestic abuse was just a twisted show of power.

For the first time, we ran a campaign that spoke to the culprits of the crime instead of the victims. The campaign showed men exactly what affect their acts had on their family. That their wives weren't the only victims of domestic abuse but their children were harmed too.

we simply took the faces of kids blended with the victims image to bring out the suffering, as in if the wife cries so does the kid

due to the stark visual design and the whole insightful thought, it did more than the expectation