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ASIA-PACIFIC – INDIA, September 9, 2013 – Taproot India’s striking campaign condemning domestic violence has been circulating on Facebook and Twitter, earning thousands of shares and generating more awareness for the cause it champions.
Designed for Save our Sisters, an Indian anti-sex trafficking initiative, the campaign features shocking images of Hindu goddesses Lakshmi, Durga, and Saraswati, rendered in the classic hand-painted style, but sporting dark bruises and cuts across their faces.
The campaign is meant to raise awareness on crimes against women, which are prevalent in predominantly Hindu India. The copy on the ads read, "Pray that we never see this day."
The campaign was entered in for the Design Award in last year’s Spikes Asia Festival of Creativity.
According to the campaign’s description on the Spikes Asia website, it created controversy from the beginning, and generated pride from women. "We received a lot of mail from females with thanking gestures," Taproot said on the website.
"The typical old traditional posters are seen and worshipped in almost every India house, hence we decided to choose something that the TG is well aware of. Usually Indian people are great believers in God, they do have a great faith in God, hence we decided to choose this medium to communicate the message, created the whole imagery of the old poster art using real life people, props, etc," Taproot said.
"We painted them the way one has seen the props and ambiance around the God, we painted every little thing on the set to give the painted feel to the whole design," they explained.
