?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.”

The goal was to create an ad that would have a significant impact worldwide at a time when women in the ultra-conservative kingdom are starting to see some changes.

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