Sorcery Accusation Related Violence (SARV) is a deeply rooted and confronting issue in Papua New Guinea, where individuals accused of sorcery are subjected to extreme violence — often at the hands of their own communities.

Working with The Voice Inc. (TVI), this campaign aimed to drive meaningful change by increasing awareness and mobilising communities across Simbu Province. The focus was on promoting legal pathways and connecting survivors with critical support systems, helping shift responses away from violence and toward justice and healing.

To balance the weight of the subject matter, the art direction introduced a felt-based visual style. Soft, tactile, and handmade, felt became a powerful metaphor for care and protection — reinforcing themes of safety, empathy, and community.
This approach helped make a difficult topic more accessible, inviting audiences to engage with the message in a more human and hopeful way.

The campaign was rolled out under the core message: Finding peace, justice, healing, and community after SARV — reframing the conversation from violence to recovery, and from fear to support.