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KAFA: Bitch


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To highlight the effect of verbal abuse which can sometimes be more damaging than physical abuse. It causes the victims, mostly women, to suffer from life-long emotional
scars in the forms of diminished confidence and debilitatingly low self-worth, making them lose control over their own lives.Y&R, Dubai took sound waves created by swear words and turned them into wounds on the abuse victims. Telling a compelling story just by making the devastating scars visible.
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