Instead of the typical shock approach, the creative went for the jugular in a subtle way.

A small, unassuming black box containing tubes of paint was mailed out. The cover headline offers just the right amount of intrigue to make the recipient open up the box. Then the full impact of the message hits. The box opens to reveal only two colours of paint: black and blue.Devoid of any graphic images or typically gruesome photos, the DM pack succeeds in portraying the suffering of an abused woman through the use of just two colours. Short, succinct copy delivers the punch.

The Black and Blue campaign succeeded in making waves and gaining tremendous support for WAO's cause.It sparked off huge media interest which resulted in a spate of press articles and interviews which generated additional publicity for WAO.

It also made headway in changing the public's attitude and apathy towards violence, as seen from the response rate. There was a marked increase in victims speaking up and the public offering much-needed support to WAO.WAO recorded a total response of 51%, of which 12% were reports on violence or abuse, 20% were calls offering monetary support and 19% offered voluntary aid.