- InkVisible Campaign: UN Women and IMPACT BBDO use henna to depict domestic violence injuries and spread awareness about a protection hotline in Pakistan.
- Parliamentarian Participation: Lawmakers symbolically wore the designs to press for stricter domestic abuse laws.
- Cultural Disruption for Change: The campaign transforms a traditional symbol of love into a powerful statement against abuse, stirring nationwide dialogue.
In a country where wedding celebrations are rich with traditions, one symbol has been reimagined to shed light on a dark reality — the abuse many women silently endure after the wedding festivities fade.
IMPACT BBDO, in collaboration with UN Women, has launched a powerful campaign titled “InkVisible” to spotlight the alarming prevalence of domestic violence in Pakistan. Rooted in a startling statistic — that 1 in 3 married women in Pakistan faces domestic abuse — the campaign uses henna, a traditional emblem of marital joy, to draw attention to the hidden bruises many women carry behind closed doors.
But this is not your typical henna design. These patterns depict realistic illustrations of domestic abuse injuries — black eyes, strangulation marks, and bruises, all masterfully embedded within intricate henna motifs. The haunting visual juxtaposition aims to provoke conversation and alert women about a protection hotline, offering them a lifeline in times of crisis.
The campaign’s resonance has gone far beyond beauty salons and social media. In a groundbreaking move, Pakistani parliamentarians have replicated these symbolic henna bruises on themselves, taking a public stand to advocate for stronger legislation against domestic abuse. Their participation adds significant weight to the movement, breaking the stigma and pushing the issue from the shadows into the spotlight of national policymaking. Henna, often seen as a celebration of love, now also becomes a tool for awareness and change.
The campaign’s impact is twofold: it not only delivers a visually disruptive message but also transforms cultural symbolism into a tool for empowerment. By turning art into activism, InkVisible is igniting conversations in homes, salons, and assembly halls — challenging society to no longer ignore what has too long been hidden.
UN Women’s partnership with the campaign reinforces their ongoing mission to protect women’s rights and end gender-based violence, making this a defining moment for grassroots awareness and policy advocacy in Pakistan.
As more lawmakers and citizens engage with the campaign, the hope is that Henna won’t just adorn hands — it’ll raise voices.
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