FP7/CAI and UN Women teamed up to create some remarkable violence against women billboards campaign on 6th of October Bridge in Cairo. They used lights on/off to portrait how the cycle of violence never ends if people choose to remain silent.

In the morning the ad seems plain and simple, only featuring a portrait of a girl and a simple message “once upon a time, a princess fell in love with a prince. Do you know this story?”. A story we’re all familiar with.

At night, the billboard lights up revealing bruises and scars that were printed on the back of the ad and are only visible when back-lit, turning the girl into a violence victim. The rest of the message also appears “once upon a time, a princess fell in love with a prince. Do you know this story? Violence against women is a crime punishable by law. Speak Up”

This ad is a manifestation of real life. Just like the ad will keep lighting on and off everyday, the cycle of violence never ends if people choose to remain silent. Said Marwan Younis, Creative Director, FP7/CAI on Facebook.

Stay tuned for the TV & Radio ads.