InkVisible

Domestic violence is an unspoken epidemic in Pakistan, where 1 in 3 married women endure silent suffering. 
UN Women could not turn a blind eye to this staggering reality. Rather than simply raising awareness, they chose to challenge tradition and repurpose the symbol of wedding celebrations—henna. Henna has long symbolized love and celebration—The #InkVisible campaign turns it into a beacon, revealing the invisible scars of domestic violence.

No longer just for hands, henna adorned the face and neck— areas that bear the emotional and psychological toll of abuse
Launching on towards the Elimination of Violence Against Women, #Inkvisible redefined henna as a symbol of silent suffering. Striking visuals of women adorned in intricate henna designs tell a powerful story—one that sparks deep conversations in henna salons. These artists, once creators of beauty, are now advocates, empowering women to live in households free from domestic violence.
And through a series of gripping, emotionally charged films, #InkVisible unravels the joyful wedding scene, slowly revealing the hidden, painful reality behind the celebration - tracing pain, telling untold stories, and voicing unheard cries. 

This powerful campaign ignited urgent conversations, compelling society to confront this issue head-on, and to advocate for immediate changes in both cultural perceptions and legal protection. Social media engagement surged, amplifying the message. UN Women’s brand perception grew stronger as the campaign successfully achieved all its objectives: raising awareness, engaging key communities, like human rights authorities and female Pakistani parliamentarians, providing tools for victims, and advocating for legislative change in Nikahnama agreements for both genders. Simply because violence knows no gender. 

The campaign struck a chord—both with the public and the pros. Out of 4 submissions, it clinched 1 Film shortlist and took home 2 Bronze wins in Industry Craft at Dubai Lynx 2025. Proof that this campaign goes beyond awareness—it's a lifeline, driving real, lasting change.