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article imageSurprising ad-campaign in Saudi Arabia against domestic violence

By R. C. Camphausen     May 14, 2013 in World
Riyadh - A charity run by the family of an ex-king in Saudi Arabia has begun a campaign against domestic violence with a well designed advert showing a battered women dressed in a niqab. The text says 'Some things can't be covered.'
The King Khalid Foundation is a charity established by the family of the late King Khalid, who ruled the country from 1975 until his death in 1982. While the charity has various projects it finances and brings to fruition, this latest campaign against domestic abuse of women is not the first concerning this problem. Earlier, the foundation was also involved with promoting a Women and Child Abuse Prevention Law.
To help get their message across, the charity hired the Memac Ogilvy agency, the Saudi daughter of the better known Ogilvy & Mather of Manhattan.
The result, in the form of a poster, is a woman with a badly bruised and colored eye that's clearly visible even though her face is covered by the required niqab. The accompanying text reads "Some things can't be covered" and it addresses a problem that is, in the words of the foundation, "more common than thought".
While the basic stance of regarding women as chattels and second hand citizens is not being addressed, the campaign gives some hope that the worst abuses may, in the future, occur less frequently.
One should remember that women in Saudi Arabia are not allowed to drive cars, not allowed to leave the country without written permission of husband and/or father and must at all times be escorted by a male guardian when walking through streets.
Here's the poster once more in a larger size:
Battered woman wearing a niqab  her bruised eye visible
Battered woman wearing a niqab, her bruised eye visible
King Khalid Foundation
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Advertising Agency: Memac Ogilvy, Riyadh, Saudi Arabia
Art Director: Scott Abbott
Photographer: Ali Riffai
More about Saudi arabia, Domestic violence, Campaign, King Khalid, Foundation
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