“Domestic violence is emerging as a silent pandemic in Pakistan, posing a serious challenge to society and the state, points out a study report published by the Asian Development Bank (ADB),” stated an article in Dawn by Amin Ahmed in December 2023.

The report that the article referred to was titled Gendered Impacts of the Covid-19 Pandemic in Central and West Asia and it quoted results of a survey carried out in Punjab and Sindh that reported an increase in the incidence of threats of physical violence (40%) and physical assault against women by their spouses (46%). Furthermore, the report went on to state that 14% of the surveyed women said that they knew someone in their community who had been threatened with physical harm by their spouse, while 19% knew someone who had been physically assaulted by their husbands.

In light of such statistics, UN Women and Impact BBDO launched the ‘InkVisible’ campaign, which aims to raise awareness of domestic abuse and Pakistan’s domestic abuse helplines, provide assistance to survivors, and ultimately reduce violence against women.

The campaign was initially rolled out in November 2024, ahead of the International Day for the Elimination of Violence Against Women (November 25) and continues to run nationwide on various platforms. For context, it is important to state that Impact BBDO and UN Women have previously collaborated on campaigns like ‘#BeatMe’ and ‘The Bridal Uniform’ that focus on gender-related issues, including violence against women and the value of educating girls.

Utilising UN Women’s extensive research database and conducting fieldwork that focused on emotional insights and touchpoints unique to women, BBDO concluded that victims of domestic abuse frequently feel invisible, silenced and ignored, and that the risk of women experiencing physical abuse increases significantly after marriage.

This is supported by data from the United Nations Population Fund, which indicates that approximately 28% of ever-married women between 15 and 49 have experienced physical violence at the hands of their spouse. This figure could be far higher, as approximately 90% of domestic abuse incidents are unreported. All these findings helped shape the campaign’s approach.

According to Ali Rez, Regional CCO, Middle East and Pakistan, BBDO Worldwide, as one in every three women experiences domestic violence after marriage, BBDO chose to focus on brides specifically in the campaign, which comprises a trio of short videos featuring three different brides. The primary emphasis, or ‘shock element’ of the campaign, is the application of henna on parts of the brides’ bodies where visual signs of abuse, such as bruises or wounds, are the most common (beneath the eye, around the neck, and on the mouth or forehead).

The national domestic violence helpline number is featured at the end of the videos, along with UN Women’s data on domestic violence, which aims to inform viewers about the prevalence of domestic abuse and encourage women who may be suffering in silence to seek help.

“We’re using henna to make wounds visible,” Rez explains. That is where the campaign’s name, ‘Inkvisible’, originates; it is a play on words. The concept is derived from the cultural practice of concealing bruises with makeup or clothing, which perpetuates the cycle of violence.“

Yet, the question remains: given the risks involved in reaching out for support, what kind of assistance is offered when someone calls the helpline? According to Rez, contacting the helpline connects callers to a network of support services across Pakistan. This includes access to safe shelters for survivors of domestic violence or connecting with professionals who can provide emotional support.

The videos were promoted across several platforms, including Instagram, LinkedIn and Facebook, as well as television channels including Geo News and Hum TV. Additionally, posters were put up throughout Pakistan, including rural areas, to increase the campaign’s reach.

Another aspect of the campaign was educating henna artisans to promote the campaign’s message to brides in various cities. These artists were educated to speak with brides-to-be during their pre-wedding preparations and educate them about their rights.

Rana Sadek, Associate Creative Director, Impact BBDO, explains that the goal was for artists to approach brides informally, “like a concerned family member or friend,” offering support and raising awareness rather than alarming them by discussing topics such as self-defence. Furthermore, the provincial domestic abuse helplines were visible on the henna cones used by the artists.

Although the campaign visually centres on women, specifically brides, it is targeted towards everyone – men, women, and children – because the issue is such that it cuts across all demographics in Pakistan. As Rez puts it, “The issue affects everyone, from the absolute richest to the absolute poorest or someone who is 19 years old or 50.”

As far as the response to the campaign is concerned, Rez says that it has been largely positive and has resulted in a substantial increase in the number of calls being made to the helpline as well as awareness about it.

One of the most notable outcomes was the support from female parliamentarians who supported the campaign by applying henna on parts of their faces during national assembly sessions. These included Tanzeela Qambrani, a former member of the Sindh Assembly and the first Sheedi woman to hold that position; Farah Azeem Shah, a member of the Balochistan Assembly representing the Balochistan Awami Party; Sobia Shahid, a member of the Khyber Pakhtunkhwa Assembly from the Pakistan Muslim League; and Suraiya Zaman, a member of the Gilgit-Baltistan Assembly and the youngest MP in Pakistan, who is affiliated with Pakistan Tehreek-e-Insaf (PTI).

“The parliamentarians are the ones who truly bring change at a legislative level,” Rez emphasises. “The fact that they wore henna around their eyes and bruises during sessions is in itself a victory.”

Considering that men are statistically the primary perpetrators of domestic violence, it is important to consider how they responded to the campaign. Sadek states that “men have engaged with the campaign through social media from all around the world, commenting and supporting the cause, saying things like ‘You have to speak up’ and that this is ’unacceptable.”

Looking towards the future, Rez states that this “campaign is part of many initiatives to reduce violence against women”, and that it will continue running in the foreseeable future and that it should ideally result in making women aware of their rights and the reduction of incidents of domestic abuse.

It is campaigns like this that are not only creative, culturally rooted and purpose-driven but can spearhead real change and inspire marketers to think beyond surface-level narratives. But purpose alone isn’t enough. A campaign without a clear call to action or tangible resources, especially when it comes to important issues such as domestic violence, risks falling short, no matter how well-intentioned it may be. InkVisible, however, communicates its message with clarity: if you or someone you know is experiencing abuse, help is available. Speak up, reach out, and let others know they are not invisible.