'Abused Goddesses' Increase Awareness of Domestic Violence in Indian Campaign

Taproot Contrasts the Respect With Which People Revere Female Gods with Prevalence of Domestic Violence in India

Published on

Editor's Pick

In India, more than 68% of women are victims of domestic violence, according to the copy on this stunningly photographed campaign for anti-sex trafficking organization Save Our Sisters. That number is depressing enough on its own, but worse when you juxtapose it with the many female Goddesses replete in the Hindu religion, each of whom are prayed to and worshipped -- from Lakshmi, the Goddess of Wealth, to Saraswati, the Goddess of Knowledge, to Durga, the Invincible Protector. Agency Taproot India makes the disconnect starkly clear with a series of images that recreated the set-ups from old, hand-painted images of the goddesses of Hindu scriptures, with models that had bruises and scratches. "Tomorrow, it seems like no woman shall be spared. Not even the ones we pray to," the copy at the bottom reads, along with a hotline to report domestic violence.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Sep 06, 2013
Save Our Sisters
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age