Inspired by local tradition, we uncovered our shocking message on domestic abuse in a groundbreaking way, using the most powerful voice Saudi women have in public: their eyes. With a creative solution that took inspiration from local customs, we were able to spread our important message to the general public in a way that adhered to cultural norms, yet carried a disruptive message that the public never expected to see in newspapers. This was an ad campaign truly created by Saudis, for Saudis, which tactfully used the most effective cultural method to convey its message in the simplest way possible.

With one single image, the discussion we wanted to start became a tidal wave, reaching over 8 Million Mentions on Twitter. It became a worldwide talking point on news channels such as CNN, NBC, The Telegraph, The Huffington Post and countless more. Until July 2013, it was the Most Shared Ad in the World (Ads of The World).

More than just a global phenomenon, the topic continued to gain unprecedented momentum, until history was finally made in Saudi Arabia. On August 26th 2013, a law was passed making women’s abuse a criminal offence.