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ABUSED GODDESSES

ABUSED GODDESSES

This powerful advertising campaign made by Ad agency Taproot recreated scenes from old hand-painted images of Indian goddesses.The images were commissioned by Save the Children India. Save Our Sisters (SOS), an Anti Human Trafficking program of Save The Children India, was started as a movement in the year 2000 focussing on Prevention of Human Trafficking of women and children for commercial sexual exploitation..

Each ad includes a phone number to report abuse to “Save Our Sisters.”

Goddess Lakshmi, goddess of wealth

Save Our Sisters: Abused Goddesses

‘Pray that we never see this day. Today, more than 68 per cent 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.’

Saraswati, goddess of knowledge and arts
Save Our Sisters: Abused Goddesses

Durga, the goddess of good triumphing over evil
Save Our Sisters: Abused Goddesses

Save Our Sisters: Abused Goddesses

The Campaign brings the tradition, religion and strong message together with the aim to force people to pay attention to an issue all too often swept under the rug.
The bruises and cuts in their faces look so real in the fairytale surroundings that the effect seems even more profound. What a contradiction – India has strong, respectful female figures in religion but not enough influential that women are being revered at home, in real life.

Unicef’s “Global Report Card on Adolescents 2012”, says that 57% of adolescent boys in India think a husband is justified in hitting or beating his wife.
Just last year, 244,270 crimes against women were reported in India.

Mission director for India’s National Rural Health Mission Anuradha Gupta said spousal violence takes place both in developed and developing countries “though the degree would vary” . She said, “When girls are brought up with the message that a woman’s status in a family is inferior, she starts to accept whatever behaviour is meted out by her husband or in-laws .” She added, “When a boy grows up seeing his father assault his mother, he starts to accept such a behavior and repeats it.” source: timesofindia

Mahatma Gandhi said ‘The day a woman can walk freely on the roads at night, that day we can say India has achieved Independence.”

Advertiser:
Save Our Sisters
Agency:
taproot, india

Belonging to the first generation of true Europeans, with roots almost covering the continent, I spread my life between Germany and Serbia. Read more