The brief was a joint effort by AWARE (Association of Women for Action and Research) and The White Ribbon Campaign (an international campaign organised by men to stop violence). The objective was to encourage witnesses of domestic violence to come forward and make a difference. Looking at the poster, every wound on the boy's body is accompanied by a sticker with a message that says: 'Help children from violent homes lead normal lives'. When you peel off the sticker you will also remove a wound from his body. On the flip side of the sticker is a phone number for witnesses to call for help. The poster campaign was distributed at busy bus stations.
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