Conceptualised by Impact BBDO Dubai for UN Women, the InkVisible campaign transforms bridal henna into a stark warning against domestic violence in Pakistan. By replacing traditional designs with bruise-like patterns, it exposes the hidden reality many women face after marriage while directing them to a national helpline.
One of the more practical parts of InkVisible was its use of henna artists. These artists, who are often invited to work with brides, were trained to share information on how women could seek help.
Henna cones were also printed with the national helpline number, extending the campaign into rural communities and private domestic spaces where conventional media may not reach easily.
Through trained henna artists and community outreach, the campaign extends beyond visuals, turning a cultural ritual into a powerful tool for awareness and support.
Credits:
Agency: Impact BBDO Dubai
Agency Art Director: Minhaj Rafi
Brand Marketing Manager: Saman Ahsan
Chief Creative Officer: Ali Rez
Creative Director: Rana Sadek
Editor: Sanil Chandran
Executive Creative Director: Nasir Qureshi
Film Director: Neelay Shah
Production Company: DejaVu
Music Composer: Zohaib Kazi
Producers: Manasvi Gosalia, Maarouf Bekdash, Kavya Iyer, Rafic Sawaya
Regional Agency Group: Omnicom Advertising Group
Writer: Maya Sfair
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