Saudi Arabia has launched its first visual campaign against the abuse of women, designed to encourage female victims to come out of hiding and to have a global impact at a time of change in the kingdom.
The advertisement shows a woman wearing a full veil or niqab, her made-up eyes staring out from the heavy cloth with one of them blackened and bruised.
Underneath, a caption reads: “Some things can’t be covered – fighting women’s abuse together.”
The campaign is a collaboration between the King Khalid Foundation (KKF) – a royal non-profit organisation – and the Riyadh branch of advertising agency Memac Ogilvy.
“Women’s abuse is a real taboo subject in the kingdom of Saudi Arabia,” said a statement by the campaign. “Nobody really knows the statistics, as it is never spoken about.”









































