“Save Our Sisters” is an anti-sex trafficking initiative. This is their print campaign.
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Rega Jha
Ad agency Taproot physically recreated scenes from old hand-painted images of Indian goddesses.
Makeup was used to add bruises and
wounds to the models before photographing them. This is a recreation of
the goddess Saraswati.
All the props were either real or painted on, keeping both authenticity and realism in mind.
“Pray that we never see this day. Today, more than 68% of women in India are victims of domestic violence. Tomorrow, it seems like no woman shall be spared. Not even the ones we pray to.”
Each ad includes a phone number to report abuse to “Save Our Sisters.”
This is a recreation of the goddess Lakshmi, goddess of wealth.
The campaign simply and effectively captures India’s most dangerous contradiction: that of revering women in religion and mythology, while the nation remains incredibly unsafe for its women citizens.
100 million Indians, largely women and girls, are said to be involved in trafficking.
This is a recreation of the goddess Durga, worshipped for her strength and invincibility.
