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Breaking The Cycle of Justification
- The Challenge: Create a campaign that empowers women facing domestic abuse to reject the “but” that often follows violence – “he hit me, but…”
- The Journey: Poster concept → TV film shot on Mumbai streets in one day → online campaign series → Young Guns Award winner with TAC/AAAI production funding
- The Heart: Using the simple Hindi word “Par” (but) to expose how society normalizes abuse through justification, encouraging women to stop the sentence before the excuse
- The Learning: The most powerful campaigns often hinge on a single word that changes everything – and grassroots production can amplify authentic messaging
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