This is a simple yet powerful idea that I believed was worth experimenting on.
Premise : People tend to get aggressive and violent when they drink themselves silly. Even beating up family members!
Need : To warn people against domestic violence and physical abuse, especially when in an inebriated state, the idea must have a shock-effect to shake them off their wits.
Idea : We designed innovative coasters and placed them at several bars. Impact is a small word that this action had and how?
In the beginning the coaster is white. When a glass is placed on it, its wetness begins to act on the special coating on the coaster’s surface, slowly revealing an image. The more drinks one has, the image gets clearer and clearer till one sees the face of a physically abused woman.
Specially treated with magic ink, the white surface on the coaster becomes transparent when it comes in contact with any liquid thereby revealing the image. And I dare say that this image is awful enough for the high to get sober in a trice.
Bharatiya Streeshakti is a not-for-profit organization that painstakingly strives to uphold women’s rights. They wished to stop the menace of domestic violence by encouraging women to report abuse, which due to impending social stigma was never reported. Following the “If we don’t know, we can’t help” theory, the idea was to dramatically bring this hidden issue out into the open and let these abused women know that the NGO was there for them.
LET THE PAIN OUT! A simple idea printed on vinyl and pasted on walls of residential buildings drove home the point in the most economical yet powerful manner. Crowds gathered stunned at first, only to realize the gravity of the message.
‘Domestic violence needs a voice. Yours.’ These posters with contact details were then distributed.