As part of a strategy to eliminate violence against women, an advertising campaign on digital channels, in cinemas and in high foot-traffic areas for young people uses a series of photographs depicting young men who have assaulted their girlfriends.

These men appear with the upper parts of their bodies bare and messages cut into their torsos. One video depicts a young man in a tattoo removal clinic, unsuccessfully trying to have the message “She pissed me off so I hit her” removed from his back. In the background, he anxiously says: “I know it won’t come off.”