To highlight the effect of verbal abuse which can sometimes be as/more damaging than physical abuse. It causes the victims, mostly women, to suffer from life-long psycho-emotional scars in the forms of diminished confidence and debilitatingly low self-worth, making them lose control over their own lives.
In this admittedly odd campaign with Y&R, Dubai, United Arab Emirates, Shahir Zag, Kalpesh Patankar, took sound waves created by terrible derogatory words, Slut, Bitch and Whore and turned them into wounds on the abuse victims. Attempting to tell a compelling story by making the devastating scars visible.
Shots by photographer James Day