KAFA: Slut

To highlight the effect of verbal abuse which can sometimes be more damaging than physical abuse. It causes the victims, mostly women, to suffer from life-long emotional scars in the forms of diminished confidence and debilitatingly low self-worth, making them lose control over their own lives. Y&R, Dubai took sound waves created by swear words and turned them into wounds on the abuse victims. Telling a compelling story just by making the devastating scars visible.