Campaign: Women are not toys

Passerelle, Mauritius

Concept development

Creative assets

Messaging & slogans

Art direction 

Copywriting 

Awareness and activation materials

Strategic storytelling

PR activities

In Mauritius, gender-based violence remains a pressing and often invisible issue, hidden behind closed doors or normalized in everyday interactions. Passerelle wanted to challenge this silence with a campaign that would not only raise awareness but confront the way women are seen in society.

The concept “Women Are Not Toys” was born from a simple, uncomfortable truth: too often, women are treated as objects, admired, controlled, silenced. By placing real women inside life-size figurine boxes and installing them in public spaces, the campaign turned passive observation into active reflection. These boxes symbolized the invisible cages many women live in, expectations, control, and fear, and made the problem visible in a way people couldn’t ignore.

The outcome was powerful: the campaign sparked conversations across media and social platforms, and gave a voice to stories that are usually unheard.