Domestic abuse is an extremely taboo subject in Saudi Arabia, an issue that is constantly brushed under the carpet. No concrete figures exist on how many Saudi women are victims of abuse, as studies are forbidden. However, many estimate the numbers to be as high as 92% of married women. With a growing issue that was not being discussed openly, and no law whatsoever to protect women, we needed to raise awareness in an impactful way, and help bring about change in the Kingdom. We initiated a campaign that was both controversial, yet culturally sensitive. Inspired by local tradition, we uncovered our shocking message on domestic abuse in a groundbreaking way, using the most powerful voice Saudi women have: their eyes. This was a single ad truly created by Saudis, for Saudis, which tactfully used the most effective cultural method to convey its message in a visually arresting way.

In an effort to launch the Kingdom’s first-ever women’s abuse campaign, we approached the Ministry of Internal Affairs with our idea, only to be faced with threats of arrest for those behind the campaign. However, this only strengthened our commitment in raising awareness for the countless women who are suffering from abuse in silence. We needed to help these victims at any cost. We then approached Her Royal Highness Princess Banderi, the Director General of a prominent non-profit organization in Saudi Arabia - The King Khalid Foundation. Upon offering her complete backing of the campaign, the ad was finally published in newspapers across Saudi Arabia over 2 days, opening the eyes of the entire nation.

With one image alone, the discussion we wanted to start instantly became a tidal wave, reaching over 8 Million Mentions on Twitter. It became a worldwide talking point on news channels such as CNN, NBC, The Telegraph, The Huffington Post and countless more. Until July 2013, it was the Most Shared Ad in the World (Ads of The World).

More than just a global phenomenon, the topic continued to gain unprecedented momentum at home, until history was finally made in Saudi Arabia. On August 26th 2013, a law was passed making women’s abuse a criminal offence for the first time in Saudi Arabia. With one print ad, an issue that had been swept under the rug for decades, in one of the most conservative places in the world, would no longer be hidden from the public eye.