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Seven Layers of Truth

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Seven Layers of Truth

In India, superstition often shaped childbirth decisions, with women opting for C-sections based on astrology to decide an auspicious time for the child’s birth as a predictor of the child’s fortune. “Seven Layers of Truth” disrupted this by turning medical risk into a lived experience. Nested envelopes revealed each surgical layer, placed directly in women’s hands during ultrasounds by trusted doctors. In that moment of vulnerability, truth became undeniable, shifting decisions from blind faith to informed, science-led care.


Awards

  • D&AD WOOD pencil

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Details

Credits

  • Client
    • Brihanmumbai Municipal
  • Advertising Agency
    • Famous Innovations
  • Entrant Company
    • Famous Innovations