To create a national, eye-opening impact that forces India to face the truth, 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 help.

This was the first time ever that an acid attack victim unveiled their scars on national news in India.

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.

Because of India’s general apathy towards domestic abuse, and more specifically the severity of acid attacks, Asma unveiling her scars on national news had huge and revolutionary impact.

This was the first time ever that an acid-attack victim unveiled their scars on national news.

Over 100 million people witnessed the event and were forced to face the truth of the situation.

Thousands of women across India were inspired to unveil their own scars of abuse – physical or emotional.

A national movement was sparked and doors were opened to discuss acid-attacks and the culture of silence and obscuring, that enables them.

Not only was the impact huge in India, but the event gained international support through worldwide media coverage.

Due to the International coverage gained by the event, the visibility of IPRASWomenForWomen has increased dramatically, which has resulted in strong support for the initiative.

Donations to IPRASWomenForWomen increased 71%