To create a national, eye-opening impact, an unavoidable and far-reaching platform was needed. We found this platform in “NewsX, India’s leading English news network, where we were able to reach more than 100 million viewers.

We collaborated with ASMA, a brave woman who was tragically scarred in an acid-attack as a young girl. On International Women’s Day 2017, Asma hosted a special report, where she shockingly unveiled her face and revealed her scars in front of over 100,000,000 viewers and appealed for support and donations to IPRAS WomenforWomen.

The industry impact was huge, defying India’s media norm of blurring the faces of acid-attack victims, and revealing to the nation the reality that many hidden and ignored women throughout India face each day.

With over 100,000,000 viewers moved by the stunt, “The Truth Unveiled” was able to become the subject of a national conversation and bring much-needed attention to IPRAS WomenForWomen.

In order to reach the broadest and most far-reaching audience as possible within India, a television broadcast stunt was chosen to convey the message. On International Women’s Day 2017, Asma, a brave woman who was burned with acid as a young girl, hosted a special report on India’s leading English news network, NewsX. Defying the media-norm of blurring acid-attack victims in the media, Asma unveiled her face and revealed her scars in front of over 100,000,000 viewers, giving a voice and a face to the many hidden and ignored victims of abuse throughout India.

She appealed for help and donations to IPRAS WomenForWomen and viewers were directed to “TruthUnveiled.in” where they were able to donate to and learn the tragic stories of Asma and other acid-attack victims.

Immediately after airing, the broadcast stunt was available online to be shared and supported through social-media, further spreading the stunts reach internationally.

The broadcast received over 100 million views.

It was covered in many media outlets worldwide.

50 percent of women in India were reached.

Every 10th healthcare professional in India was reached.

Recruitments to IPRAS WomenForWomen rose 50%.