A PSA campaign, targeted to the general public to bring out an awareness about self-injuring behaviour in families. The core message of the campaign is that we need to understand the reason behind a self-injurers
actions, instead of judging them with negative stereotypes. The only way they can stop hurting themselves is when they feel the affection and support from their loved one. We are responsible to make them feel safe.

Direct Mailer

You can pull the tab to reveal the stories behind every cut.

Bus Stop Advertising

On the top layer of the poster, the scarred areas are torn out to reveal the message underneath.