BACKGROUND
The nationwide lockdown that is underway to halt the spread of Covid-19 is a double-edged sword. In numerous households across India, many people, especially women, are being subjected to abuse at home. They have to bear it silently and have nowhere to go as they are not allowed to leave their homes.

OBJECTIVE
Send a message of help and hope to women, children and old people who are victims of domestic abuse. Anybody who is suffering – or knows somebody suffering – can call the dedicated helpline and overcome their crisis.

IDEA
The mask is a feature of our lives today. Everybody is expected to wear one. The idea is to go behind the mask and identify people who might be victims of abuse.

This campaign was widely covered by the media.