In India, one woman is burned or attacked with acid every hour.

Currently, India generally has a culture of silence and approval in regards to domestic abuse.

These cultural norms are also reflected in the national media, where the faces of acid-attack victims are routinely blurred and obscured because they are deemed inappropriate for television.

By blurring the damage and suffering caused by acid-attacks, the victims remain ignored and the culture of apathy towards domestic abuse is perpetuated.

Because acid attack victims are blurred and obscured in the national media outlets in India, the severity of the domestic abuse situation has not been properly acknowledged.

IPRASWomenForWomen, an initiative set up to help the victims of acid-attacks with plastic surgery was in need of a big, far-reaching idea that would inspire the nation. The aim was to open the doors for acid-attack victims to finally be acknowledged and seriously discussed.

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.